Instacart gave hosts a cheeky holiday shortcut by introducing the "Lie Pie," a limited-edition "fake the bake" kit built around a real, perfectly baked pie, and included props like flour to dust the counter, crushed eggshells, pumpkin purée, a pumpkin-scented room spray, and a "well-loved" vintage-style recipe card to provide the illusion of being homemade. In this social-first campaign, we partnered with Boston Rob Mariano, Survivor and Traitors' most legendary strategist, as the perfect face for a campaign built on a lovable lie, along with other creators like Sabrina Brier, Syd Wingold, and Noah Cappe. The campaign drove 7.5M impressions and 26K visits to the landing page.
The Lie Pie ran as an extension of Instacart's broader holiday platform, "Get a Little Magic Delivered," and to top it all off, proceeds from every purchase were donated to Feeding America.