Instacart
Instacart was the first national brand partnership on OverallEats.
For this collaboration, I created two pieces of UGC-style content that integrated seamlessly into my existing recipe format. Instead of shifting my tone or approach, I stayed consistent with my brand: develop a healthy recipe, walk through the process, and naturally highlight how Instacart made it possible to source every ingredient without leaving home.
The goal was not just awareness, but relatability. I positioned Instacart as a practical solution for busy individuals who want to cook nutritious meals but value convenience. The messaging aligned closely with their broader mission of expanding access to healthy food and making better choices easier.
Working with a brand of this scale required precision. Deliverables, brand guidelines, timelines, and messaging approvals were far more structured than smaller partnerships. It sharpened my ability to interpret brand voice, execute within defined parameters, and still produce content that felt authentic to my audience.
This partnership gave me early experience collaborating with a nationally recognized company while reinforcing an important principle in my work: strong brand integrations feel additive, not disruptive.
See below for the two pieces of UGC I created for them!
Creative Process & Collaboration
Working with Instacart gave me the opportunity to experience the full lifecycle of branded content. Specifically from early concept development to final delivery.
The project began with reviewing the creative brief and identifying the core objective: showcase Instacart’s grocery delivery feature in a way that felt natural, useful, and authentic to my audience. From there, I developed several video concepts centered around the idea that ordering healthy, whole foods can be simple and convenient when it’s delivered directly to your door.
Once the initial ideas were outlined, I built out scripts and rough creative directions for each concept. My focus was on creating videos that would perform well on social platforms. Aiming to lead with a strong hook, maintaining fast pacing, and integrating the product naturally into a relatable everyday moment.
After submitting the initial concepts, I worked closely with the Instacart team through multiple rounds of feedback, script revisions, and rough drafts. This back-and-forth process helped refine the storytelling, align with brand guidelines, and strengthen the overall messaging of each piece.
Through several iterations and creative pivots, we ultimately landed on two pieces of UGC content that balanced brand goals with engaging social-first storytelling. The final videos will be featured on Instacart’s social channels as part of an upcoming campaign.
This project reinforced an important lesson: strong content rarely comes from a single draft. The best work is built through collaboration, iteration, and a shared focus on creating something that resonates with the audience.