Delivery app DoorDash is launching its new “Reopen For Delivery” initiative with a campaign from The Martin Agency.
The centerpiece of the effort is a documentary, “Southern Magnolia,” which tells the story of how DoorDash came to the aid of South Side Chicago’s Krazy Hog BBQ, known for its rib tips and its “Magnolia Sweet” sauce.
The restaurant, a victim of the pandemic, shuttered in March, but with help from the app was able to reopen for delivery.
DoorDash has a wider program dedicated to helping restaurants in similar situations. Restaurant owners selected for the program receive infrastructure and operations assistance and last-mile logistics, as well as marketing support to help get back in business.
DoorDash is accepting nominations for its next restaurant here.
Tom Pickett, Chief Revenue Officer at DoorDash, said, “With this new program, we want to help merchants who have shuttered operations to strategically reopen while adapting to the realities of operating a restaurant in today’s environment.”
The supporting advertising campaign is designed to promote Krazy Hog via a dedicated media push in Chicago, in addition to national partnership with The New York Times and Vice. Content will also be distributed across YouTube and other social platforms. Local celebrities, including Chance The Rapper, are also supporting the cause via their own respective platforms.