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Instacart campaign puts spotlight on personal shoppers

Grocery delivery service is recognizing the efforts of its employees in the COVID era and sharing their stories

Coming off the past year, there’s no shortage of compelling narratives about and from essential workers. Instacart is sharing some of them in a new campaign, "Beyond the Cart: A Year of Essential Stories."

As a way to recognize the people who met consumers’ critical need for food during stay-at-home orders and lockdown restrictions, the campaign highlights the lives, backgrounds and pandemic experiences of 59 Instacart shoppers representing the U.S. and Canada. Additionally, the Instacart shoppers featured in the campaign will receive a year of free groceries.

"This past year, hundreds of thousands of shoppers played an essential role in communities across North America, helping millions of people safely and seamlessly get the groceries and goods they need delivered to their home," said Apoorva Mehta, Instacart’s founder and CEO.

"From college students and retirees to busy moms and dads, Instacart shoppers make up a diverse and inspiring community of individuals who stepped up and served as household heroes in the midst of the COVID-19 pandemic," he said. "We're incredibly grateful for every shopper and are inspired by their stories and the extraordinary service they provide to customers every day."

The campaign extends beyond the 59 featured shoppers, too. Instacart is also offering $200 in grocery credit to the active shoppers who have supported the most households throughout the COVID-19 pandemic.

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