Hannah Berner, popular comedian and co-host of the Giggly Squad podcast, has recently partnered with Instacart to tackle the widespread meme associated with male shoppers. This initiative, named the “Male Shopper Project,” aims to address the ubiquitous stereotype regarding men and their grocery shopping, specifically the notion that they frequently make poor choices or pick out the wrong items.
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In a conversation with PEOPLE, Berner recounted her personal experiences with male Instacart shoppers while on her extensive 70-city comedy tour titled “None of My Business.” The meme surrounding male shoppers has been a recurring topic for years, but Instacart insists that such blunders are exceptional rather than typical. Berner shared her own experiences, pointing out that she has not encountered any major issues with her male shoppers. Instead, she light-heartedly noted, “I actually haven’t had any male Instacart mistakes,” although she did mention instances where male shoppers delivered feminine hygiene products, saying, “I’m like, ‘good, support women in the arts.’”
One memorable anecdote from her tour was when she found herself in dire need of underwear. “At one point I had no underwear,” she joked. “I had lost my arms, my legs, I had nothing, so I had to Instacart underpants.” She expressed gratitude for the timely delivery of her much-needed items, illustrating the practicality of grocery delivery services for those constantly on the go.
Berner explained that during her tour, she approached her schedule like a competitive athlete preparing for a marathon. “I need Gatorade and protein bars in my room, even though I’m just talking to a microphone,” she laughed, showing how essentials are crucial, even for a touring comedian. Her list of essentials also included phone chargers—something she admits to frequently misplacing in hotel rooms—along with toiletries.
While she appreciates the benefit of the Instacart service, Berner shared that her fondness for memes and her knack for humour about men made her partnership with the brand a natural fit. However, she also reflected on how the men in her life compare to the comedic stereotype of male shoppers. Berner described her father as someone who shouldn’t be entrusted with grocery shopping, joking that her mother would provide him with a clear list, yet he would still manage to return with the wrong items. She quipped, “I’m like, ‘did you even go to the grocery store?’ It is very funny how women are a little more detail-oriented at times.”
Conversely, her husband, fellow comedian Des Bishop, fares better in terms of grocery shopping. Berner mentioned that they often shop together, stating, “That’s like our date is pretending we’re a couple that has a 9 to 5 and goes grocery shopping together.” She also mentioned the importance of specific items at home, like Lactaid, which seems to vanish quickly thanks to her husband’s use of it for various beverages.
As part of the Instacart campaign, Berner recently appeared alongside Antoni Porowski—known from the hit series Queer Eye. In promotional clips, Porowski is shown playfully teaching male shoppers the differences between various vegetables, such as leeks and celery. This humorous approach to the longstanding ‘male shopper’ stereotype adds a layer of entertainment to the brand’s campaign.
For those interested in making the most of their grocery shopping, Instacart is offering a special promotion, allowing customers to use the code 5STAR for £10 off orders exceeding £20 from any retailer until 31st July.
Looking ahead, Berner has plans for future projects, revealing that she is working on a new show with her Giggly Squad co-host Paige DeSorbo and the renowned Amy Poehler. Additionally, she hinted at the possibility of returning to the stand-up circuit soon, leading to more Instacart orders and, undoubtedly, more humorous anecdotes about grocery shopping along the way.