DoorDash recently revealed their newest brand campaign “We Get Groceries,” which debuted during the Super Bowl.
The advertisement is aimed at highlighting the grocery delivery services provided by DoorDash, as well as the benefits of being a DashPass member. The goal of the company has always been to make local businesses available for on-demand delivery, and this new marketing campaign seeks to broaden awareness of the value provided by DoorDash in the grocery sector.
“Starting with restaurants, our goal has always been to bring every business on Main Street online, and we’ve made significant progress in the grocery space. This new creative platform puts a fresh spin on the work we’ve been doing to expand the perception of DoorDash as more than restaurants, and to spotlight the selection and value that our grocery category offers,” Kofi Amoo-Gottfried, chief marketing officer at DoorDash, said. “With our new campaign, we’re emphasizing that if DoorDash can be the trusted delivery platform for their Pad Thai dinner, consumers can trust us with their flat noodles, soy sauce, scallions and the on-the-go stain remover for that inevitable sauce spill, too.”
"We Get Groceries" features a star-studded cast of three well-known chefs, Matty Matheson, Raekwon The Chef and Tiny Chef, who offer tips and tricks for selecting the freshest groceries. The omnichannel marketing campaign will be available through various mediums including television, in-app, digital, out-of-home, activations, radio and more, from February to June. This new creative platform is an attempt to expand the perception of DoorDash as more than just a restaurant delivery service, and to highlight the variety and value of their grocery offerings.
DoorDash began offering on-demand grocery delivery in 2020 and has since expanded beyond restaurants to include groceries, convenience stores, alcohol delivery and more. The company has partnered with various retailers across North America, providing them with an opportunity to expand their digital offerings and reach customers online. Currently, there are tens of thousands of non-restaurant retail stores on the DoorDash platform. The new marketing campaign, "We Get Groceries," is DoorDash's first campaign focused solely on grocery delivery and will be promoted through various mediums in the U.S.