DoorDash’s campaign spotlights expanded offerings beyond food and celebrates local communities
DoorDash, the nation’s on-demand local logistics platform, has announced the launch of a multi-platform marketing campaign in the US DoorDash is bringing its new brand campaign to the Big Game for the first time with a:60 TV spot airing on Sunday, 7 February in Quarter 1.
Titled “The Neighbourhood,” the campaign reinforces DoorDash’s mission to grow and empower local economies and unveils new brand messaging around deliveries of neighbourhood favourites beyond food, highlighting the breadth of DoorDash use cases and platform categories like restaurants and convenience.
The campaign features Sesame Workshop, the nonprofit behind Sesame Street, and puts community connection front and centre. Debuting a re-imagining of the classic Sesame Street tune “People in Your Neighborhood,” the creative stars Grammy and Tony Award-winning actor and rapper Daveed Diggs and beloved Sesame Street Muppets Big Bird, Cookie Monster, Grover, and Rosita.
Together, they celebrate the local neighbours who provide the many offerings available through DoorDash – including items like ramen, milk, shampoo, birdseed, mango smoothies, paper towels, and, of course, cookies.
“DoorDash’s mission has always been to empower any business on Main Street to thrive online, and last year we meaningfully accelerated that mission as we extended our platform to offer more to your door–from food to convenience items, household supplies, health and wellness, and more,” said Christopher Payne, Chief Operations Officer at DoorDash.
“What excites me about this campaign is that it tells the story of how we deliver all the best in your neighbourhood in an authentic and engaging way and supports Sesame Workshop. This marks the first time we’ve shifted our brand image from a food delivery logistics company to a multi-category marketplace in a meaningful way whilst celebrating the local heroes that make up the fabric of our neighbourhoods.”
DoorDash invites consumers to join them in support of Sesame Workshop’s global educational media and social impact programmes. Starting 7 February, DoorDash will donate US$1/£0.73 for every order up to US$1m/£730k to Sesame Workshop.
“As a nonprofit, we appreciate that this partnership and philanthropic support will elevate and advance our mission to help kids everywhere grow smarter, stronger, and kinder,” said Sesame Workshop Chief Marketing Officer Samantha Maltin. “Community is at the heart of all we do, and we are grateful to DoorDash for helping us further our work when children and families need us most.”
“I have always valued the importance of community, so when DoorDash approached me to be part of a campaign showcasing neighbourhood connections and celebrating local heroes, I was excited to partner with them,” said Daveed Diggs. “Now more than ever, strengthening and supporting local businesses is critical and I’m excited to play a role in DoorDash’s efforts to build community during this time. Plus, you know…Sesame Street!!”
“The Neighborhood” campaign was created in partnership with The Martin Agency and directed by Academy Award winner Michel Gondry. Daveed Diggs and the Sesame Street Muppets sing and dance throughout the spots, as Diggs lends his signature flow and drives the energy of the upbeat creative. The campaign spans TV, digital, and social activations.