Lizzo gets caught up in the “kid in a candy store” appeal of the US online grocery delivery and pick-up service, Instacart’s, new Carts. The in-app tool enables retailers, creators and pop culture personalities to create curated, shoppable collections for consumers, which can be delivered to their doorstep the same day.

And the scene gets as big as Lizzo’s personality as she discovers more things to buy. (It does also kick off with Lizzo in a bubble bath.)

Sitting underneath the fun is a remix of The Sign, the first track from Lizzo’s new album, Special.

“‘Our vision behind the campaign is oriented around inspiration, discovery and the sensorial aspect of shopping, which until now, hadn’t fully translated to today’s digital world,” stated Instacart chief marketing officer Laura Jones. “Coupled with a suite of new product features, ‘The World Is Your Cart ushers in a new era of shopping inspiration by celebrating the promise that with Instacart, everyday moments and scenarios can turn into worlds of possibilities. Lizzo’s joyful, authentic and aspirational personality was exactly what we were looking for to bring the wonder and whimsical vibe of the campaign film to life.”

The campaign will be unveiled on August 28 with a full-page centre spread advertisement in The New York Times Sunday Edition featuring Lizzo and the campaign creative. Instacart is also an official sponsor of the 2022 MTV Video Music Awards (VMAs) and the campaign includes a 30-second spot, which will premiere after Lizzo’s onstage performance there.

The World Is Your Cart will run across linear TV, OTT and OLV channels, print, podcasts and streaming audio, and paid and organic social media.