• by Danielle Oster , February 13, 2025

DoorDash’s suggestion to spice things up this Valentine’s Day? Order a “Threesome.”

The food delivery app introduced the innuendo-laden concept with the launch of its Valentine's Day campaign earlier this week, a collaboration between DoorDash’s in-house creative team, Superette, and Gut Los Angeles.

An introductory teaser video released last week opens on a couple named Mark and Cindy trying to make plans for Valentine’s Day, only to find everything is booked. “We should just stay in and order on DoorDash,” Mark says. “We could order a threesome.”

The hero ad, which launched on Feb. 10, provides some further explanation. It opens on the doorbell ringing for “the threesome we ordered.” A Dasher carrying flowers answers the door and the “threesome” is revealed to be a trio of flowers, chocolates, and whipped cream: DoorDash’s Valentine’s Day gift bundle.

Beginning Feb. 12, DoorDash is offering the limited-edition bundle, pairing a bouquet of roses with two additional “sweet” or “spicy” items. The former, including chocolates and a teddy bear, is available via DashMart  in what the brand’s data finds are “five of the U.S.’s most intimate cities” – Salt Lake City, New York, Miami, San Francisco, and Austin. DoorDash’s “spicy” bundle, meanwhile, leans on its new partnership with adult entertainment store Hustler Hollywood, which the brand describes as its “first foray into the intimate wellness category.” Spicy items include lingerie and adult toys.

The campaign will run across CTV and digital video nationally, with support from social media components and influencer marketing initiatives. The genesis of the “Threesome” came from a brand consumer research survey of around 2,000 women who planned to celebrate Valentine’s Day. Ninety-eight person of women in relationships responded with interest in spicing up their romance” on Valentine’s Day, with 63% citing lingerie as “essentials,” along with 54% naming “toys or accessories.”

The campaign follows some attention-grabbing Valentine’s Day marketing stunts from the brand in recent years, including its “Self-Love Bouquet” in 2023, which focused on women’s pleasure,  and last year’s “Flowers are for Everyone,” suggesting men shouldn’t have to wait until their funerals to be gifted flowers.

Last Valentine’s Day, the brand also earned some less welcome attention. It was part of the focus of a Valentine’s Day Strike by the union Rideshare Drivers United, which also impacted Uber and Lyft.