As local restaurants, having felt the sting of paying money to third-party services, develop their own delivery programs, DoorDash is touting its ties to the local economies it services.
The company launched a new U.S. multi-platform marketing campaign that introduces the theme, “A Neighborhood of Good in Every Order.” The campaign asserts that DoorDash is integral for the development of local economies, from local businesses getting customers, to consumers getting goods and Dashers getting paid.
The campaign, which features a number of 15-second video commercials, depicts how ordinary orders empower a community. One spot, for instance, depicts a Dasher delivering flowers on a bicycle. “Ahh, the fresh scent of delivering love in the morning,” says a voiceover as the camera pans from the bouquet to the Dasher. “Plus, the extra cash for Drew here doesn’t smell bad either.”
In addition to TV, the campaign includes digital ads, paid and organic social, and a nationwide media buy of creative out-of-home placements that highlight the many ways orders on DoorDash help local economies.
To bolster its claims, DoorDash also released an Economic Impact Report, outlining how the platform positively affects merchants, consumers and communities. According to the report, DoorDash provided “value and economic opportunity” to 6.8 million people and supported $68.9 billion in the U.S. Gross Domestic Product. In addition, the platform drove $25 billion in sales to more than 500,000 merchants.
“DoorDash’s mission has always been to empower local communities, and while the world has certainly changed over the past decade, our unwavering commitment to that mission has remained the same,” said Kofi Amoo-Gottfried, DoorDash’s chief marketing officer, in a release.
“We’re incredibly proud of our impact and grateful to further our mission to empower local economies by connecting consumers with the businesses they love, supporting our merchant partners, and creating flexible work opportunities for Dashers.”
