CMO Laura Jones explains the insight behind its "Bananas" campaign, which was a winner at the 2026 Cannes Lions

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?”