DoorDash expands superhero Dash campaign with FreshChoice partnership + new TVC via FEDERATION
FEDERATION has unveiled the newest chapter in its DoorDash superhero campaign, introducing a brand new TV spot that follows on from Drop the Ball. The spot celebrates DoorDash’s nationwide partnership with FreshChoice, which means they now deliver groceries.
The latest 30-second TVC, Tumbleweed, taps into a scenario Kiwi parents know well, opening the fridge to find – nothing. With not even a cherry tomato in sight, panic sets in. That’s when Dash, DoorDash’s fast, friendly delivery hero, swoops in. Emerging heroically from the refrigerator, Dash delivers milk, super thick bread, ham, eggs and more – transforming a bare-bones fridge into creative lunchbox art in seconds.
Says Brad Collett, Chief Creative Officer at FEDERATION: “Every great campaign builds momentum through storytelling. With Tumbleweed, we’re tapping into the universal panic of an empty fridge before school, then giving it a fun, cinematic twist. It’s my fear every morning. Dash is here to save the day in those exact moments, and the new FreshChoice partnership is a natural fit.”
For DoorDash, launching FreshChoice on the app, signals a significant step beyond restaurant delivery into everyday groceries and last-minute essentials.
Says Rhian Bedford Palmer, Marketing Manager, DoorDash: “DoorDash has always been about convenience, and Kiwis already love the ease of getting great food delivered. Now, with FreshChoice, we’re extending that promise to the weekly shop and those urgent must-haves. This campaign brings that to life in a fun, relatable way.”
Adds Olly Walker-Boden, Managing Director of FEDERATION: “This is an exciting new period of growth for DoorDash. We want to conquer the world, one fridge rescue at a time. We have seen Dash become an icon of the DoorDash brand which is delivering fast market share growth for DoorDash.”
Produced with Supernormal, the campaign highlights DoorDash’s evolution from meal delivery to an all-in-one essentials service, positioning Dash as the saviour of the empty fridge and the empty lunchbox alike. Rolling out across TV, BVOD, out-of-home, radio, digital, and social, the campaign keeps Dash on call for Kiwi households nationwide.
Client: DoorDash
Marketing Manager: Rhian Bedford-Palmer
Agency: FEDERATION
Production company: Supernormal
Directors: THUNDERLIPS
Photographer – Jamie Wright
Cinematographer – Gin Loane
Production Designer – Ash Turner
Editor – Archie Porter
Colourist – Alana Cotton
Online – Perceptual Engineering
Music & Sound Production: Liquid Studios & Franklin Rd
PR: Bastion Shine & FEDERATION
Social: Bastion Shine & FEDERATION
Media: Wavemaker