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

Source: Business Insider

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.