DoorDash launches first local brand campaign ‘We DoorDash’ via Cummins&Partners
International online delivery platform DoorDash has launched its first local brand campaign ‘We DoorDash’, developed by Cummins&Partners.
The campaign creative highlights DoorDash as a leader in the reimagined convenience sector in Australia.
The campaign, comprising OOH, TVCs and digital creative, invites Australians to solve everyday solutions with ‘We DoorDash’ – whether it’s coffee and groceries delivered in the morning or a much-needed nappy delivery, Aussies can rely on DoorDash to be there when they most need it.
Since entering the Australian market in September 2019, the delivery platform has expanded over a range of verticals delivering food, groceries, pharmaceuticals, pet products, haircare and more.
DoorDash Australia general manager Rebecca Burrows says the campaign reflects DoorDash’s ambitions to revolutionise the on-demand delivery sector: “DoorDash has scale, we’re nimble and merchant-focused. Our vision is to change the delivery landscape for Australians, ultimately striving to create a world where they can get everything they need delivered in under 45 minutes.
“Over the past two years, we’ve been focused on providing the best services for merchants in Australia, creating great opportunities for Dashers and growing our consumer base.”
Cummins&Partners chief creative officer Sean Cummins says DoorDash’s distinct point of difference in the market makes it a fascinating brand to work with: “Our first priority is to engage in some simple social proofing. The ‘We DoorDash’ theme does that nicely and talks to togetherness and problem-solving. Creating a platform that incorporates more than food delivery was top of mind as we help DoorDash become the leading local delivery provider.”
DoorDash senior manager of consumer ,arketing Nicole Seaman says We DoorDash is an important next step for the brand, as it continues to expand its reach in the market: “‘We DoorDash’ is much more than a campaign, it’s the essence of the DoorDash brand ethos. We know in a world where time and efficiency are key, that this tagline will resonate with so many Australians.”
“DoorDash is the solution that connects people with everyday essentials; whether it’s a birthday delivery for a friend or a morning coffee when you’ve run out of milk, DoorDash delivers solutions to help Australians get their life in order.”
In the two years DoorDash since DoorDash landed in the local market, the platform has amassed over 26,000 merchants, and reaches more than 82 per cent of Australians through its driver network.
The brand has integrated itself into the lives of Australians through major sponsorships with the NRL,
The Brisbane Royal Show and ESL Australia. It has also partnered with multi-service delivery platform Shippit, providing on-demand delivery for some of Australia’s largest retailers including Cotton On, Target and Big W.
For more information on DoorDash, please visit www.doordash.com.
23 Comments
I was going to suggest that the goat goat goat work was the worst I’d seen in a while but then Doordash rang the doorbell with this steaming pile of nothing.
These are unfathomably bad.
Goat stuff is sick, your opinion is worse than a paper cut to the knee.
saw one on telly last night. I liked it.
I love how the two videos feel like they’re definitely from the same campaign.
Painful, forced and forgettable. ‘Everything in under 45’ would’ve been more interesting and ownable territory.
Thank you
where are they?
Real bad.
I like these, had a little chuckle when I saw them on air last night. Could have done
with this campaign in lockdowns 1-6!
But what is the brand?!
I feel like these are almost good but something’s just not clicking. No doubt client feedback had a role to play in watering these down
To Icky I apologise as I may have stepped on you in the park this morning. Still trying to get you off my shoe.
To WOW, nice to hear your personal opinion with absolutely nothing to back it up other than your own self importance apparently.
To DoorCrash. Forgettable enough for you to comment? Under 45? What does that even mean? They are 30’s. Meh.
To Uber Eats. At least they didn’t have to pay millions for some has been to promote your product.
To Credits. That’s Cummins & Partners.
To Bad. Is that it?
To Badly Branded. There is 3 second pack shot in both and one repeatedly says the brand peabrain. If you can’t work it out then I doubt you have the mental capacity to use a phone.
A great way to bring Doordash to the aussie market. Clever, witty, entertaining pieces. Can’t wait to see what’s next!
Claudia Sarosiek, Copywriter, Cummins&Partners
Sean Cummins, Copywriter, Cummins&Partners
Melany Ang, Art Director, Cummins&Partners
Matt Rose, General Manager, Cummins&Partners
Kate Callaghan, Group Account Director, Cummins&Partners
Marnie Dunn, Account Director, Cummins&Partners
Afrim Memed, Producer, Cummins&Partners
Damien Toogood, Director, Merv Films
Tim Berrman, Producer, Merv Films
no strategy.
now it makes sense.
Yes. I. Was. Being. Sarcastic. You mentioned the brand 4000 times. We get it.
C’mon, there are more people involved in a Production to bring an ad to life. Be generous guys, it ain’t hard.
I think this has potential but a lack of an ECD shows. No doubt the writers would have benefited from some guidance to make these spots feel a little more part of the same thought/insight.
Say the name a lot, that’ll work.. No, it will become incredibly tedious very quickly, will be muted, switched and ignored pretty quickly. This will be over-rotated in BVOD and do some serious damage.
Not often you see an ad that is going to take a brand backwards, but I think we have one here.
Tedious with such an interesting brand, agency and client should be ashamed.
I sense here a reluctance to be nice. And to be fair.
I sense bullying. And if no one agrees then we have problems.
I like this. I really do.
That’s it
You’re being a prick because you no longer work there. Cut the sly sour grapes bro.
Sounds like there is some shade coming from some sore losers here