Lizzo has partnered with Instacart the grocery-delivery app in the company’s largest campaign to date. The platform is drawing a stronger link to pop culture in an effort to drive sales ahead of its planned IPO.

The 60-second ad with Lizzo shows the pop star soaking in a bathtub and scrolling through Instacart for groceries, only to discover that the items she adds — cherries, Takis and ice cream, among others — are coming to life around her. The spot uses a remixed version of Lizzo’s new song, “The Sign”.

The campaign debut in a TV ad during the MTV VMAs and rollout also includes print, over-the-top, digital and social elements, as well as a Snapchat mini-game.

The campaign was produced by Instacart’s in-house marketing team and agencies Droga5 and Mayflower Entertainment. Its mission statement, “One cart, many possibilities. The World is Your Cart,” nods to Instacart’s growing emphasis on inspiration as a means to combat the transactional nature of grocery shopping.

The company reportedly grew revenue 39% year-on-year to $621 million but faces rising competition from rivals like DoorDash and UberEats.

Check out the ad below.