The bodega cat is a familiar figure to any New York City resident. Now, Instacart has made its own version of the feline friend for grocery delivery users.
Instacat (yes, Insta-cat) is a new browser extension for Google Chrome launching June 21 that lets desktop users see a cartoon cat jump around while they shop on Instacart. Instacart hopes the playful extension, created with agency Mischief, gives Instacart an edge over other grocery and food delivery services.
“We decided to go with Instacat because people are familiar with the neighborhood cat that often hangs out at your neighborhood convenience store, and genuinely, people love cats, so it was a playful way of connecting with people,” said Guillaume McIntyre, Instacart’s head of digital marketing.
The company is buying ads featuring Instacat on social in hopes of getting more people to the service. For now, Instacat is planned to be a temporary experience.
“Right now, the plan is that we will push the campaign for about two or three weeks, and then we’ll take a read to see how things are going, how much of an impact we’re seeing,” McIntyre said.