- DoorDash today (Nov. 11) launched a multicultural campaign titled “Hay DoorDash En La Casa,” per details shared with Marketing Dive. The effort targets Hispanic millennial and Gen Z consumers.
- Central to the trouble is a video spot depicting what’s billed as a universal Hispanic experience: The disappointment of hearing “Hay comida en la casa,” which translates to “there’s food at home.” However, on this case, the food at house is a DoorDash order.
- The campaign will span national TV, digital and social media, streaming audio in Los Angeles and out-of-home (OOH) ads that may launch in Los Angeles before expanding to Miami and Houston in 2025. The effort is the primary for DoorDash from agency Gut Miami.
DoorDash is honing a focus on the Hispanic community with “Hay DoorDash En La Casa,” a campaign that taps into feelings of disappointment commonly felt after being told “there’s food at home” growing up. Efforts to spice up loyalty amongst diverse audiences could support the food delivery platform because it strives to take care of an upswing — the corporate in Q3 reported an 18% year-over-year increase in total orders, marking its first operating profit since 2020.
Key to the trouble is a campaign spot that features three different families, each with a one who raises the query, “Can we stop for food?” before being told, “Hay comida en la casa.” However, when each family returns home, a DoorDash order awaits and immediately boosts the mood. 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 directors from Buenos Aires. The campaign also includes three OOH ads that blend different patterns and foods. The ads were created with Gut-curated artists by Black Madre, an illustration studio from Brazil. The artists chosen for the trouble include Colombian illustrator and graphic designer Gina Rosas Moncada, Venezuelan freelance illustrator Caribay Benavides and Cuban visual artist Chelsy Escalona.
The campaign has a heavy Los Angeles presence, including with localized digital, social media and streaming audio placements. Other elements of the media plan include national TV and streaming ads, national digital and social media and shared mail and OOH in Los Angeles, Miami and Houston.
The effort marks the primary creative output from Gut Miami for DoorDash, though the delivery platform has worked with sister agency Gut Los Angeles for multiple efforts recently. In July, the duo got here together for “Can’t Help Helping,” one other campaign targeting the Hispanic community that highlights the flexibleness available to DoorDash delivery drivers that permits them to honor commitments to their families.
Beyond its own creative, DoorDash has also continued to make strides in constructing out its promoting business. In October, the corporate announced several recent promoting offerings for enterprise restaurants and CPG brands, with Chipotle, Sweetgreen and BJ’s Restaurant and Brewhouse among the many first to leverage the brand new capabilities.
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