{"id":47664,"date":"2026-07-31T08:56:12","date_gmt":"2026-07-31T08:56:12","guid":{"rendered":"https:\/\/bookingagentinfo.com\/news\/?p=47664"},"modified":"2026-07-31T08:56:23","modified_gmt":"2026-07-31T08:56:23","slug":"antoni-porowski-and-hannah-berner-front-instacarts-the-male-shopper-project-campaign","status":"publish","type":"post","link":"https:\/\/bookingagentinfo.com\/news\/antoni-porowski-and-hannah-berner-front-instacarts-the-male-shopper-project-campaign\/","title":{"rendered":"Antoni Porowski and Hannah Berner Front Instacart&#8217;s &#8220;The Male Shopper Project&#8221; Campaign"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Instacart is trying something new: micro-drama. The grocery delivery platform&#8217;s latest project, &#8220;The Male Shopper Project,&#8221; stars Antoni Porowski of Netflix&#8217;s &#8220;Queer Eye&#8221; and Hannah Berner of the &#8220;Giggly Squad&#8221; podcast in a branded entertainment episode that leans directly into the viral meme that men aren&#8217;t the best grocery shoppers, a cultural debate that&#8217;s generated millions of social views.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-tiktok wp-block-embed-tiktok\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@instacart\/video\/7667566057405697311\" data-video-id=\"7667566057405697311\" data-embed-from=\"oembed\" style=\"max-width:605px; min-width:325px;\"> <section> <a target=\"_blank\" title=\"@instacart\" href=\"https:\/\/www.tiktok.com\/@instacart?refer=embed\">@instacart<\/a> <p>If you&#8217;ve ever gotten 5 lbs of bananas when you wanted 5 bananas, this is for you. Get $10 off orders of $20+ from any retailer with code 5STAR. Episode dropping Wednesday. 5000 max redemptions. Available while supplies last, or until EOD 7\/31\/26. Cannot stack. Terms and exclusions apply.<\/p> <a target=\"_blank\" title=\"\u266c original sound - Instacart\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7667566205607086879?refer=embed\">\u266c original sound &#8211; Instacart<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The short film marks Instacart&#8217;s first foray into the micro-drama format, joining other brands testing the trend, including Uber Eats, which sent <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/gordon-ramsay\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Gordon Ramsay<\/a> barging into home cooks&#8217; kitchens for its own <a href=\"https:\/\/bookingagentinfo.com\/news\/gordon-ramsay-fronts-uber-eats-who-could-cook-at-a-time-like-this-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">World Cup-timed global campaign<\/a> with Uber Eats earlier this summer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Instacart brand marketing VP Jasmine Taylor said the goal was to answer the meme with entertainment rather than a defensive ad, citing over 100 million five-star ratings last year as proof shoppers get it right, while noting Porowski and Berner give the project cultural credibility to cut through the noise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The episode ties into Instacart&#8217;s Grocery Quality Controls, a suite of in-app tools including Shopper Notes, Replacement Preferences, Smart Backup, and Preference Picker, which lets customers specify exactly how they like items picked, from banana ripeness to peach firmness and deli meat thickness.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is the first ad collaboration Instacart has done with either star, but the brand has stayed busy with celebrity-fronted work all year. In June, <a href=\"https:\/\/bookingagentinfo.com\/news\/brittney-sykes-marina-mabrey-isabelle-harrison-star-in-instacart-toronto-tempo-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">Brittney Sykes, Marina Mabrey, and Isabelle Harrison starred in Instacart&#8217;s Toronto Tempo campaign<\/a>. In February, <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/ben-stiller\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ben Stiller<\/a> and <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/benson-boone\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Benson Boone<\/a> turned Instacart&#8217;s Preference Picker into a disco showdown for its second straight Super Bowl ad.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Berner, meanwhile, is midway through a big year that&#8217;s included her Sports Illustrated Swimsuit debut and cheering on &#8220;Giggly Squad&#8221; co-host <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/paige-desorbo\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Paige DeSorbo<\/a>, who <a href=\"https:\/\/bookingagentinfo.com\/news\/kourtney-kardashian-and-paige-desorbo-front-bed-brand-collaboration-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">teamed with Kourtney Kardashian on a bed brand collaboration<\/a> this spring.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Takeaways<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Instacart isn&#8217;t shying away from the &#8220;male shopper&#8221; jokes; it&#8217;s turning them into content and pairing the bit with a real product fix (Preference Picker) so the joke doubles as a pitch. That&#8217;s a sharper move than just ignoring the meme or issuing a defensive statement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pairing a food-culture figure like Porowski with a comedy-and-pop-culture voice like Berner also lets Instacart hit two different audiences with one piece of content, rather than picking a lane.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And this is one more data point in a bigger 2026 pattern: brands from Uber Eats to Instacart are increasingly choosing entertainment over straightforward advertising to reach scroll-happy audiences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Does leaning into a meme actually shift how people see a brand, or does it just keep the joke alive longer? Will &#8220;The Male Shopper Project&#8221; become a recurring series, given how often Instacart has stacked celebrity campaigns this year?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Instacart is trying something new: micro-drama. The grocery delivery platform&#8217;s latest project, &#8220;The Male Shopper Project,&#8221; stars Antoni Porowski of Netflix&#8217;s &#8220;Queer Eye&#8221; and Hannah Berner of the &#8220;Giggly Squad&#8221; podcast in a branded entertainment episode that leans directly into the viral meme that men aren&#8217;t the best grocery shoppers, a cultural debate that&#8217;s generated [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14,11,17],"tags":[196],"class_list":["post-47664","post","type-post","status-publish","format-standard","hentry","category-campaigns","category-endorsements","category-film-tv","tag-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Antoni Porowski and Hannah Berner Front Instacart&#039;s &quot;The Male Shopper Project&quot; Campaign<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bookingagentinfo.com\/news\/antoni-porowski-and-hannah-berner-front-instacarts-the-male-shopper-project-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Antoni Porowski and Hannah Berner Front Instacart&#039;s &quot;The Male Shopper Project&quot; Campaign\" \/>\n<meta property=\"og:description\" content=\"Instacart is trying something new: micro-drama. The grocery delivery platform&#8217;s latest project, &#8220;The Male Shopper Project,&#8221; stars Antoni Porowski of Netflix&#8217;s &#8220;Queer Eye&#8221; and Hannah Berner of the &#8220;Giggly Squad&#8221; podcast in a branded entertainment episode that leans directly into the viral meme that men aren&#8217;t the best grocery shoppers, a cultural debate that&#8217;s generated [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/bookingagentinfo.com\/news\/antoni-porowski-and-hannah-berner-front-instacarts-the-male-shopper-project-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"Booking Agent Info News\" \/>\n<meta property=\"article:published_time\" content=\"2026-07-31T08:56:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-31T08:56:23+00:00\" \/>\n<meta name=\"author\" content=\"Timeyin Mammah\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@EvergreenWrites\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Timeyin Mammah\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Antoni Porowski and Hannah Berner Front Instacart's \"The Male Shopper Project\" Campaign","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/bookingagentinfo.com\/news\/antoni-porowski-and-hannah-berner-front-instacarts-the-male-shopper-project-campaign\/","og_locale":"en_US","og_type":"article","og_title":"Antoni Porowski and Hannah Berner Front Instacart's \"The Male Shopper Project\" Campaign","og_description":"Instacart is trying something new: micro-drama. The grocery delivery platform&#8217;s latest project, &#8220;The Male Shopper Project,&#8221; stars Antoni Porowski of Netflix&#8217;s &#8220;Queer Eye&#8221; and Hannah Berner of the &#8220;Giggly Squad&#8221; podcast in a branded entertainment episode that leans directly into the viral meme that men aren&#8217;t the best grocery shoppers, a cultural debate that&#8217;s generated [&hellip;]","og_url":"https:\/\/bookingagentinfo.com\/news\/antoni-porowski-and-hannah-berner-front-instacarts-the-male-shopper-project-campaign\/","og_site_name":"Booking Agent Info News","article_published_time":"2026-07-31T08:56:12+00:00","article_modified_time":"2026-07-31T08:56:23+00:00","author":"Timeyin Mammah","twitter_card":"summary_large_image","twitter_creator":"@EvergreenWrites","twitter_misc":{"Written by":"Timeyin Mammah","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/bookingagentinfo.com\/news\/antoni-porowski-and-hannah-berner-front-instacarts-the-male-shopper-project-campaign\/#article","isPartOf":{"@id":"https:\/\/bookingagentinfo.com\/news\/antoni-porowski-and-hannah-berner-front-instacarts-the-male-shopper-project-campaign\/"},"author":{"name":"Timeyin Mammah","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/person\/7f77b56ef3d8294c3f63279ba9ad5ed6"},"headline":"Antoni Porowski and Hannah Berner Front Instacart&#8217;s &#8220;The Male Shopper Project&#8221; Campaign","datePublished":"2026-07-31T08:56:12+00:00","dateModified":"2026-07-31T08:56:23+00:00","mainEntityOfPage":{"@id":"https:\/\/bookingagentinfo.com\/news\/antoni-porowski-and-hannah-berner-front-instacarts-the-male-shopper-project-campaign\/"},"wordCount":463,"commentCount":0,"publisher":{"@id":"https:\/\/bookingagentinfo.com\/news\/#organization"},"keywords":["Food"],"articleSection":["Campaigns","Endorsement Deals","Film\/TV"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/bookingagentinfo.com\/news\/antoni-porowski-and-hannah-berner-front-instacarts-the-male-shopper-project-campaign\/#respond"]}],"copyrightYear":"2026","copyrightHolder":{"@id":"https:\/\/bookingagentinfo.com\/news\/#organization"}},{"@type":"WebPage","@id":"https:\/\/bookingagentinfo.com\/news\/antoni-porowski-and-hannah-berner-front-instacarts-the-male-shopper-project-campaign\/","url":"https:\/\/bookingagentinfo.com\/news\/antoni-porowski-and-hannah-berner-front-instacarts-the-male-shopper-project-campaign\/","name":"Antoni Porowski and Hannah Berner Front Instacart's \"The Male Shopper Project\" Campaign","isPartOf":{"@id":"https:\/\/bookingagentinfo.com\/news\/#website"},"datePublished":"2026-07-31T08:56:12+00:00","dateModified":"2026-07-31T08:56:23+00:00","breadcrumb":{"@id":"https:\/\/bookingagentinfo.com\/news\/antoni-porowski-and-hannah-berner-front-instacarts-the-male-shopper-project-campaign\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/bookingagentinfo.com\/news\/antoni-porowski-and-hannah-berner-front-instacarts-the-male-shopper-project-campaign\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/bookingagentinfo.com\/news\/antoni-porowski-and-hannah-berner-front-instacarts-the-male-shopper-project-campaign\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/bookingagentinfo.com\/news\/"},{"@type":"ListItem","position":2,"name":"Antoni Porowski and Hannah Berner Front Instacart&#8217;s &#8220;The Male Shopper Project&#8221; Campaign"}]},{"@type":"WebSite","@id":"https:\/\/bookingagentinfo.com\/news\/#website","url":"https:\/\/bookingagentinfo.com\/news\/","name":"Booking Agent Info News","description":"","publisher":{"@id":"https:\/\/bookingagentinfo.com\/news\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/bookingagentinfo.com\/news\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/bookingagentinfo.com\/news\/#organization","name":"Booking Agent Info News","url":"https:\/\/bookingagentinfo.com\/news\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/logo\/image\/","url":"https:\/\/bookingagentinfo.com\/news\/wp-content\/uploads\/2023\/10\/logo-2.png","contentUrl":"https:\/\/bookingagentinfo.com\/news\/wp-content\/uploads\/2023\/10\/logo-2.png","width":396,"height":274,"caption":"Booking Agent Info News"},"image":{"@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/person\/7f77b56ef3d8294c3f63279ba9ad5ed6","name":"Timeyin Mammah","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/5248b70a412589f5d9580574f841d56dd3a1f83644275960402105a9f8bfa498?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/5248b70a412589f5d9580574f841d56dd3a1f83644275960402105a9f8bfa498?s=96&d=mm&r=g","caption":"Timeyin Mammah"},"description":"Timeyin Mammah is a sports and entertainment writer with bylines in The Difference News, The Pointer Newspaper, Business Hallmark, and The Diplomat. Timeyin specializes in celebrity news, entertainment coverage, and sports analysis, delivering engaging stories that capture the pulse of popular culture","sameAs":["https:\/\/x.com\/EvergreenWrites"],"url":"https:\/\/bookingagentinfo.com\/news\/author\/mammahtimeyingmail-com\/"}]}},"_links":{"self":[{"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/posts\/47664","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/comments?post=47664"}],"version-history":[{"count":3,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/posts\/47664\/revisions"}],"predecessor-version":[{"id":47667,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/posts\/47664\/revisions\/47667"}],"wp:attachment":[{"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/media?parent=47664"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/categories?post=47664"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/tags?post=47664"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}