Instacart (NASDAQ:CART) plans to make its Super Bowl debut on February 9. The high-profile appearance for the grocery delivery giant is the latest new strategy by Chief Marketing Officer Laura Jones to promote the brand.

Jones and Instacart's (CART) internal creative studio teams will lead creative on the effort, and also plan for a broader multiplatform campaign, according to reports.

Details such as the timing of the commercial and the length have not been disclosed by the company formerly known as Maplebear (CART).

Instacart (CART) said the decision to make the larger marketing outlay reflects the importance of its recent investments in the company's overall sports marketing strategy. Instacart (CART) has already engaged with the pro football audience through its Kazoo campaign.

"We recognize sports have the power to captivate audiences and drive brand awareness, and the Super Bowl gives us the ultimate platform to harness the unparalleled reach and cultural impact of the Big Game to introduce even more people to Instacart," stated Jones.

Shares of Instacart (CART) rose 3.4% in afternoon trading on Thursday.