Instacart launched a new collection of inspirational shopping content and experiences across the Instacart App. Oriented around discovery, these experiences are brought to life with the launch of “The World is Your Cart,” Instacart’s newest creative system featuring GRAMMY Award-winning singer, rapper, flutist and entrepreneur Lizzo.

“The World is Your Cart,” coupled with a suite of new product features, ushers in a new era of shopping inspiration by celebrating the promise that with Instacart, everyday moments and scenarios can turn into new worlds of possibility. These new in-app experiences enable customers to see it, “cart” it and get their new discoveries delivered in as fast as an hour, opening up exciting new ideas about the possibilities of their own digital cart.

Kicking off “The World is Your Cart” is a new video starring Lizzo and features a remix of “The Sign,” the first track from Lizzo’s new album Special. The video starts in an everyday setting with Lizzo at the center, using the Instacart App, and progresses into hyper-real and fantastical scenes in which her world comes to life as she adds items to her digital cart. Instacart is taking a full-funnel, omnichannel approach to inspire the largest audience possible.

On Sunday, Aug. 28, Instacart unveiled “The World is Your Cart” campaign in a full-page center spread advertisement in The New York Times Sunday Edition featuring Lizzo and the campaign creative. Instacart was also an official sponsor of the 2022 MTV Video Music Awards, where the campaign’s film made its linear television premiere, following an onstage performance by Lizzo. The campaign will further come to life with multiple activations across linear channels, print, podcasts and streaming audio, and paid and organic social media.

Further bringing “The World is Your Cart” to life is a new in-app shopping experience, Carts. This new feature enables pop culture personalities, retailers, and creators to create collections of shoppable, curated content, helping consumers discover new products – bridging the gap between inspiration and reality. With Carts ranging from Self Care Sunday and Late Night Noms to Date Night and Lizzo’s own exclusive shoppable Cart of her favorite vegan treats and products from her role in “The World is Your Cart” – these hand-picked guides bring “The World is Your Cart” to life in the Instacart App. These curated Carts, surfaced in the newly launched Home Feed at the center of the Instacart App, will help customers see the possibilities of how others’ Carts can inspire their world and get their new discoveries delivered to their doorstep in as fast as an hour.

“A shoot where I get to sit in a bubble bath and shop all day? Sign me up Instacart,” said Lizzo. “This spot is so dynamic, and people will see me shopping and imagining what each item could lead to, from a desertscape of Takis — which are always in my cart — to a rain shower of cherries. I’m also excited to share my shoppable Cart which includes so many of my favorite things. I hope that my Cart inspires people to get all the stuff they love or maybe even try something different!”

“‘The World is Your Cart’ is a rallying cry that reminds us of the abundant possibilities of each product we add to our Carts and satiates our curiosity by enabling others’ Carts to spark our own creativity,” said Laura Jones, chief marketing officer at Instacart. “In addition to capturing these possibilities across our new creative platform, we’re making them a reality by offering consumers the chance to discover new things across the Instacart App — so you can browse, be inspired, and turn that inspiration into reality by getting your items delivered to your door in as fast as an hour.”

Given the vital role that Instacart’s brand partners play in an inspiring shopping experience, many are also participating in new inspirational shopping experiences across the Instacart App with Brand Pages, Shoppable Display, and Shoppable Video ad formats. This collection of interactive, rich media formats brings together the best of storytelling to more than 5,500 CPG brand partners.  

In addition, building on top of its Shoppable Recipes integration from earlier this year, Instacart is now enabling more recipe creators and food-focused developers to make their websites commerce-enabled. With the integration of Recipe Maker, publishers and bloggers can now make their websites instantly shoppable on Instacart with a few clicks.

Lastly, the company also unveiled monetization tools for its content partners, launching Instacart Tastemakers, the company's new affiliate network for creators, publishers and developers.