DoorDash is launching a national TV campaign that plays up the ease and convenience of ordering food through the app.
The company, which is the nation’s largest on-demand destination for door-to-door delivery according to Edison Trends, worked with Brand New School to create the campaign. Themed “Pop Up,” it includes TV spots and digital content. Billboards, transit shelters, bus sides, wallscapes and taxi tops are used for ads in 13 cities, including Los Angeles, New York, Chicago and Austin.
Creative highlights the apps selection of merchants including Chipotle, The Cheesecake Factory and Wendy’s. The TV spots will feature these national brands and regional favorites such as Costa Vida, Zio’s Italian Kitchen, and The Original Mels.
DoorDash is sponsoring “Taste of Chicago” this summer to give Chicago residents and visitors a unique pop-up experience, says David Bornoff, DoorDash’s head of brand and creative.
It will run through late September, strategically timed to remind consumers that DoorDash gives them the ability to order food wherever or whenever hunger strikes this summer, in the office or poolside.
The 30-second spot shows how DoorDash, which is available in more than 4,000 cities in the United States and Canada, meets customers wherever they are, such as employees gathering in an office or hanging poolside with friends and family.
The campaign is an evolution of the first-quarter effort, “Delicious at Your Door,” Bornoff says.
“We’re all about connecting with our customers in unexpected and delightful ways,” Bornoff tells Marketing Daily. “We think that food is the perfect vehicle to make this connection, and when you can enjoy food with other people through a shared experience, it creates community.”
The campaign seeks to differentiate DoorDash from its competitors, which include Postmates, Uber Eats and Yelp Delivery.
“This campaign creates even more distance between us and our competitors by reinforcing that you can find your favorites on DoorDash due to our industry-leading selection," Bornoff says.