# Throwback Grocery Campaigns Economic Nostalgia Inspired Instacart's Summer Like It’s ‘99 By Laura McQuarrie | Published 2025-08-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/summer-like-its-99 References: [adweek](https://www.adweek.com/brand-marketing/instacart-is-partying-like-its-1999-with-third-eye-blind-frosted-tips-and-ring-pops/) & [instacart](https://www.instacart.com/company/updates/summer-like-its-1999/)  Consumers' love for the 90s runs deep, not just for the pop culture and aesthetics, but also a longing for the era’s refreshingly low prices—and this summer, Instacart's Summer Like It’s ‘99 campaign was created to help people relive the magic of the decade with throwback prices. The campaign, informed by a tough economy and "economic nostalgia," sees prices for 90s favorites like Kool-Aid, [Kraft Mac & Cheese](https://www.trendhunter.com/trends/united-tastes-of-america), and Capri Sun slashed by 47.2% to match their 1999 cost. Instacart is planning its largest in-person consumer event to date. This September, it will host a free, first-come, first-served concert with [Third Eye Blind](https://www.trendhunter.com/trends/plant-milk-skincare) at NYC's Terminal 5. Adults can expect to sip 90s-themed cocktails, kick back in bean bag lounges, and enjoy experiences from brand partners, like [Frosted Flakes'](https://www.trendhunter.com/trends/poptarts-and-the-nfl) tip-frosting station. ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 67% | Activity: 76% | Freshness: 47% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Economic Nostalgia Marketing:** In a bid to appeal to consumer sentiment, companies are leveraging fond memories of past decades by matching product prices to historical lows. - **Experiential Throwback Events:** Brands are creating immersive experiences that transport consumers back in time, combining entertainment and nostalgic atmospheres to drive engagement. - **Retro Product Revival:** Resurrecting beloved products from previous decades with period-appropriate branding and pricing can resonate deeply with consumers seeking comfort and familiarity. ### Sectors Adopting This - **Grocery and Consumer Packaged Goods:** The grocery sector is tapping into consumer emotions by integrating nostalgia into marketing strategies, aiming to boost sales in a competitive market. - **Event Planning and Management:** Opportunities abound for event planners to design and execute nostalgic-themed experiences that enhance brand partnerships and consumer loyalty. - **Beverage and Alcohol:** The beverage industry is exploring the development of themed drinks that evoke past decades, providing a novel way to engage consumers retroactively. ## Related on Trend Hunter - [Throwback Noodle Bowl Campaigns](https://www.trendhunter.com/trends/noodles-and-company.md) - [Y2K Mall Pop-Ups](https://www.trendhunter.com/trends/nostalgia-mall.md) - [Nostalgic Summer Snacks](https://www.trendhunter.com/trends/nostalgic-summer-snacks.md) - [Nostalgic Sports-Focused Grocery Campaigns](https://www.trendhunter.com/trends/kansas-city.md) - [Y2K-Themed Sparkling Water Campaigns](https://www.trendhunter.com/trends/melted-ice-pop-kit.md) - [Affordable Back-to-School Campaigns](https://www.trendhunter.com/trends/affordable-backtoschool.md) - [Nostalgic Soda-Inspired Suites](https://www.trendhunter.com/trends/time-travel-travel-agency.md) - [Nostalgia Meal Campaigns](https://www.trendhunter.com/trends/boomer-king-menu.md) - [Retro QSR Meal Revivals](https://www.trendhunter.com/trends/mcdonaldland.md)