Instacart highlights its heroes

A new campaign tells the stories of 59 Instacart working shoppers, also giving them free groceries for a year.
Dan Ochwat
Executive Editor
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By profiling 59 different Instacart ambassador shoppers in a new campaign, the platform is calling attention to the work of all of its in-store shoppers during the COVID-19 pandemic. Instacart grew leaps and bounds during the pandemic, signing on with retailers across grocery and general merchandise to deliver goods to consumers at home.

The platform is the largest grocery online platform in North America and has raised considerable financing over the last few months to increase its valuation to around $40 billion. 

The new campaign shines a light on the essential work its in-store shoppers did for consumers at home over the last year. The online feature is called “Beyond the Cart: A Year of Essential Stories.”

The dedicated site profiles an Instacart shopper from across every U.S. state and Canadian province, highlighting their backgrounds and stories. They also received a free year of groceries from the employer. Other active shoppers for the program were receiving $200 in grocery credit as a thank you for their work during COVID-19.

"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, Founder and CEO of Instacart. "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. We're incredibly grateful for every shopper and are inspired by their stories and the extraordinary service they provide to customers every day. Today, we celebrate all Instacart shoppers and the important role they've played for so many people this past year."

The site will be promoted by Instacart and they teamed with recently named co-host of The Talk Amanda Kloots on bringing attention to the site and Instacart heroes.

Since March 2020, Instacart said it has paid more than $4.2 billion in earnings to its Instacart shoppers and average shopper earnings have increased by as much as 40% year-over-year. In response to the pandemic, Instacart has distributed more than 750,000 health and safety kits and has spent more than $30 million in shopper safety. Over 300,000 shoppers joined the platform since March 2020, bringing the company's total to over 500,000 active shoppers on the platform today.