# Instacart: For Papa!

> The award entrant reported 579 million in social reach for Instacart’s Super Bowl musical.

- Owner: Instacart
- Kind: Campaign
- Sector: Retail
- Seed date: 2026-01-28
- Peak date: 2026-02-08
- Spread Score: 50 (Notable, provisional), v1.2
- Mechanics: Real-world spectacle, Transgression, Press loop, Platform jump, Catchphrase

## Summary

Instacart released For Papa! before its paid Super Bowl placement. Press ranked the film both highly and poorly, while Reddit users repeated its banana jingle. The award entrant later reported campaign reach and visits; attributable sales were not disclosed.

## Timeline

- 2026-01-05 — Instacart (Press) — Instacart announced its return to the Super Bowl with Local Produce, BBDO and McCann.
- 2026-01-22 — Instacart (YouTube) — Instacart released two teasers with Ben Stiller and Benson Boone as a bickering musical duo.
- 2026-01-28 — Instacart / Spike Jonze (YouTube) — Instacart released Jonze’s director’s cut, For Papa!, alongside its Bananas broadcast spot.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/instacart-for-papa

Cite as: How It Spread (2026). “Instacart: For Papa!.” Case HIS-00399. Spread Score v1.2: 50/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00399