Retro marketing from Instacart, using renowned products and ads from the ’90s, is helping to lift sales as inflation makes things difficult for shoppers.

Instacart is using nostalgia for ’90s and Y2K pop culture in its current marketing and advertising campaign, which runs until September 5. The campaign plays plenty of popular tunes from the 1990s and tries to lure customers by offering reduced prices on famous items from that time.

According to a survey aided by Harris Poll, 79% of people who grew up in the ’90s often recall their summer days and 53% prefer not having today’s technology and social media in their youth. Instacart makes use of the insights in its marketing, broadcasting commercials on TV, OTT platforms, online videos and on social media to give off a ’90s vibe.

An advertisement called “90s are Back” has a millennial teaching a friend how to play video games from the past and make Capri-Sun, as they listen to Third Eye Blind’s “Semi-Charmed Life.” In “Family Outing,” a group of people wearing ’90s getup and listening to music lead the video while bringing home Instacart groceries.

Erin explained that Instacart aimed to make the campaign nostalgic by picking specific details in the creative and advertising such as the visual and audio elements. Following Instacart’s Super Bowl appearance in February which centered on famous CPG mascots, this strategy was created.

By advertising creatively, Instacart is connecting more with people and growing its business by remembering 1990s pop culture.