In another sign of the growth of retail and food delivery programs, DoorDash has announced it will use the Feb. 7 Super Bowl to promote its service.
DoorDash says its new multi-platform marketing campaign includes its first 60-second TV spot during the game. The ad is scheduled to run during the first quarter.
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 beyond food, highlighting the breadth of DoorDash use cases and platform categories like restaurants and convenience, the company said.
The move marks the latest marketing marriage between big league football and food delivery programs. At the start of the NFL season, Postmates — now owned by Uber — said it had become the official on-demand food delivery partner of the NFL. Such deals are typically less than newsworthy. But that was the first time the league has inked a sponsorship contract with such a service.
As for DoorDash, its new marketing campaign features another U.S. icon: The Sesame Workshop, the nonprofit behind Sesame Street.
Debuting a re-imagining of the classic Sesame Street tune "People in Your Neighborhood," the upcoming ad stars Grammy and Tony Award-winning actor and rapper Daveed Diggs and Sesame Street Muppets Big Bird, Cookie Monster, Grover, and Rosita. Together, they celebrate the local neighbors 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 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 Feb. 7, DoorDash will donate $1 for every order up to $1 Million 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."
"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.
As DoorDash enjoys its first months as a publically-traded company, grocery delivery service Instacart is apparently preparing for its own initial public offering with its recent hire of new Chief Financial Officer Nick Giovanni.
Before joining Instacart, Giovanni spent more than 20 years at Goldman Sachs where he advised clients on hundreds of financing, strategic and investing transactions, including some of the largest financial transactions and public offerings of the last two decades for companies such as Airbnb, DoorDash, Square, Twitter, Snap, Dropbox, Yelp, Zynga, eBay, Meituan and Baidu, as well as direct listings for Spotify and Slack.