DoorDash's New Marketing Message Emphasizes Offerings Beyond Food

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DoorDash's New Marketing Message Emphasizes Offerings Beyond Food

01/25/2021

DoorDash is rolling out a multi-platform marketing campaign in the U.S. to drive home it delivers more than food. 

The "multi-category marketplace" is bringing its new brand campaign to the Big Game for the first time with a 60- second TV spot airing on Sunday, February 7 in Quarter 1. Titled “The Neighborhood,” the campaign reinforces DoorDash’s mission to grow and empower local economies and unveils new brand messaging around deliveries of neighborhood favorites. 

The campaign features Sesame Workshop, the nonprofit behind Sesame Street, and puts community connection front and center. 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 neighbors who provide the many categories available through DoorDash. 

DoorDash's new marketing campaign uses The Muppets Grover and the other Sesame Street Muppets to share that it delivers more than food.

Emphasizing Main Street Businesses

“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 neighborhood 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, while celebrating the local heroes that make up the fabric of our neighborhoods."

DoorDash invites consumers to join them in support of Sesame Workshop’s global educational media and social impact programs. Starting on Sunday, February 7, DoorDash will donate $1 for every order up to $1 Million to Sesame Workshop. 

“I have always valued the importance of community, so when DoorDash approached me to be part of a campaign showcasing neighborhood connections and celebrating local heroes, I was excited to partner with them,” said 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!!”

 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.

Photo credits:  Door Dash