Dive Temporary:
- DoorDash immediately (Nov. 11) launched a multicultural marketing campaign titled “Hay DoorDash En La Casa,” per particulars shared with Advertising and marketing Dive. The trouble targets Hispanic millennial and Gen Z shoppers.
- Central to the hassle is a video spot depicting what’s billed as a common Hispanic expertise: The frustration of listening to “Hay comida en la casa,” which interprets to “there’s meals at residence.” Nonetheless, on this case, the meals at house is a DoorDash order.
- The marketing campaign will span nationwide TV, digital and social media, streaming audio in Los Angeles and out-of-home (OOH) advertisements that can launch in Los Angeles earlier than increasing to Miami and Houston in 2025. The trouble is the primary for DoorDash from company Intestine Miami.
Dive Perception:
DoorDash is honing a give attention to the Hispanic neighborhood with “Hay DoorDash En La Casa,” a marketing campaign that faucets into emotions of disappointment generally felt after being instructed “there’s meals at residence” rising up. Efforts to spice up loyalty amongst various audiences may assist the meals supply platform because it strives to keep up an upswing — the corporate in Q3 reported an 18% year-over-year enhance in whole orders, marking its first working revenue since 2020.
Key to the hassle is a marketing campaign spot that options three totally different households, every with an individual who raises the query, “Can we cease for meals?” earlier than being instructed, “Hay comida en la casa.” Nonetheless, when every household returns residence, a DoorDash order awaits and immediately boosts the temper. The video ends with the message “Your door to comida en la casa.”
The spot was created by Rafael López Saubidet and Augusto Giménez Zapiola at The Argentines, a collective of administrators from Buenos Aires. The marketing campaign additionally contains three OOH advertisements that blend totally different patterns and meals. The advertisements have been created with Intestine-curated artists by Black Madre, an illustration studio from Brazil. The artists chosen for the hassle embody Colombian illustrator and graphic designer Gina Rosas Moncada, Venezuelan freelance illustrator Caribay Benavides and Cuban visible artist Chelsy Escalona.
The marketing campaign has a heavy Los Angeles presence, together with with localized digital, social media and streaming audio placements. Different components of the media plan embody nationwide TV and streaming advertisements, nationwide digital and social media and shared mail and OOH in Los Angeles, Miami and Houston.
The trouble marks the primary artistic output from Intestine Miami for DoorDash, although the supply platform has labored with sister company Intestine Los Angeles for a number of efforts lately. In July, the duo got here collectively for “Can’t Assist Serving to,” one other marketing campaign concentrating on the Hispanic neighborhood that highlights the flexibleness accessible to DoorDash supply drivers that permits them to honor commitments to their households.
Past its personal artistic, DoorDash has additionally continued to make strides in constructing out its promoting enterprise. In October, the corporate introduced a number of new promoting choices for enterprise eating places and CPG manufacturers, with Chipotle, Sweetgreen and BJ’s Restaurant and Brewhouse among the many first to leverage the brand new capabilities.
