DoorDash has launched a multi-channel marketing campaign that urges consumers to help restaurants survive the COVID-19 crisis by ordering delivery.
“Restaurants have always been there for you,” states a commercial that started running last night across major TV networks. “Now you can be there for them.”
The tagline: “While the doors may be closed, the kitchens are open for delivery.”
The 30-second spots remind viewers of how much they relied on restaurants during more normal times. It shows several empty dining rooms and then cuts a chef laboring alone in her kitchen, followed by beauty shots of food being packaged for delivery pickup.
The theme of the campaign is “Open for delivery.” The marketing program also includes paid and organic messaging on social media, and the launch of a promotional website, www.openfordelivery.com.
At least eight national restaurant chains and a number of independent establishments are featured in the campaign.
“DoorDash proves that collaboration and innovation can enable us to pull through this crisis—together,” San Jose Mayor Sam Licardo said in a statement.
The delivery of meals from restaurants is DoorDash’ sole business. The third-party service is believed to be the most extensive delivery network serving the industry at present.