With 32 million shopper notes arguing over banana ripeness, Instacart built a real preference feature in the app, then let social settle the debate. Modeled after the Super Bowl TV spot, the social campaign turned "Team Green" vs. "Team Extra Ripe" into a viral fight across platforms and creator content, culminating in a live debate event hosted by creators Bunch of Friends. All building to a reveal during the big game: "So which banana's best? You decide."
As a result, 249,467 "perfect" bananas were ordered in the first week, plus a Silver Drum and Bronze Clio to round out its success.