CMO Laura Jones explains the insight behind its "Bananas" campaign, which was a winner at the 2026 Cannes Lions
Instacart's CMO Laura Jones discusses the strategy behind their award-winning 'Bananas' campaign, which addressed consumer anxiety regarding online grocery quality. The campaign leveraged data showing that bananas were a high-concern item, leading to the development of the Preference Picker tool.
Why it matters
It demonstrates how consumer data insights can be directly translated into both product features and successful, high-profile marketing campaigns.
When Instacart's CMO, Laura Jones, joined CMO Insider for an interview at the 2026 Cannes Lions Festival, she was celebrating the brand's first ever Lions awards. Instacart's "Bananas" campaign, which included a Super Bowl commercial starring Ben Stiller and Benson Boone, and directed by Spike Jonze, won a Silver Lion and a Bronze Lion. The insight behind the campaign was around the worries that prevent some people from trying online groceries — that items like produce and meat wouldn't be exactly how they wanted. The team found the item that had the most hand-typed notes from customers was bananas, and Instacart rolled out the Preference Picker tool so that customers could give more detailed direction for those types of items. "When we launched that feature, we wanted to go loud and stand for quality and care," Jones said. "What better opportunity to do that than the Super Bowl?" Read the original article on Business Insider
The article is a straightforward report on a marketing campaign and its underlying business logic.
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