Instacart’s Summer Finale: Key Points
- Instacart wrapped its Summer of ’99 campaign with a free Third Eye Blind concert in NYC.
- The activation featured 90s-era snacks, hair makeovers, and over 1,300 guests.
- The campaign was inspired by Harris Poll data showing 79% of '90s kids often think about childhood summers.
Quick listen: Third Eye Blind and a crowd full of Capri Suns brought Instacart’s nostalgic summer campaign to a real-life stage.
A grocery app just threw one of the most nostalgic nights of the year.
Instacart wrapped its 'Summer of '99' campaign on September 4 with a one-night-only concert at Terminal 5 in New York City, headlined by Third Eye Blind.
The band played a full set that included "Semi-Charmed Life," the same track used in Instacart’s summer ads.
The event drew over 1,300 guests and marked the company’s first major live brand experience.
Attendees entered through a neon-lit tunnel and stepped into a fully themed 1999 environment.
Inside, they found Capri Sun, Dunkaroos, makeover stations for frosted tips, a Slice soda lounge, and airbrushed T-shirt booths.
For Laura Jones, Instacart’s CMO, the event wasn’t just about music or marketing.
“For us, this was more than just a concert.
It was a celebration of what happens when you mix creativity with courage: bringing people together, leaning into nostalgia, inviting serendipity, and not being afraid to try something new.”
Jones shared that the partnership came together when the band reached out after seeing the campaign.
Starting as a summer ad series, it became the company’s most memorable in-person brand activation to date.
Built on Nostalgia, Delivered With Confidence
The campaign didn’t chase viral moments but stayed focused on the kind of details people actually remember.
Hair gel that defied gravity, plastic juice pouches, and butterfly clips that came standard with every look were all part of the experience.
Inside the venue, guests found retro merch stations, a Mr. Throwback NYC booth, and giveaways made just for Instacart+ members.
Instead of pushing a product, Instacart created a moment.
The company used its app to RSVP guests and partnered with brands like Frosted Flakes, Slice, Venmo, and Lunchables to keep the energy familiar but current.
What kicked off as a media campaign ended in a real room, with real people, singing along to a song they remembered word for word.
For a grocery delivery platform known for speed and convenience, this was a more personal and nostalgic way to connect.
Instacart reported strong summer engagement across digital and in-person experiences, supported by its decision to roll prices back to 1999 levels on select grocery items.
The company discounted products by 47.2% to reflect what snacks actually cost in the late '90s.
This move aligned with Harris Poll findings that 79% of '90s kids often think back to their childhood summers.
This approach helped the brand stay top of mind during a competitive season while offering more than just savings.
Our Take: Can a Grocery App Actually Throw a Great Party?
The ads struck the right tone, and the pricing promos hit their mark, but what set this campaign apart was how it ended.
It’s one thing to plan a nostalgic media run; it’s another to watch over a thousand people show up, sip Slice soda, and sing every word to a song they’ve known since high school.
Just saw an Instacart TV ad called "Summer Like it's 1999," soundtracked by Third Eye Blind and featuring products like Capri Sun, Bagel Bites, and a bunch of 90s visual cues.
— Michael J. Miraflor (@michaelmiraflor) July 31, 2025
Looked it up and it's targeted at a Gen Z audience who are "90s-curious." Nostalgia all the way down.
There wasn’t any heavy messaging or forced branding.
The night felt relaxed, familiar, and easy to enjoy.
For another campaign built on memory and ritual, see how Keystone Light revived its Blaze Orange can hunt to reward loyal drinkers.
From Capri Suns to concert halls, these ecommerce marketing agencies bring ecommerce brands into real life—then back into the cart.
