A new DoorDash ad campaign will aim to reposition the company as more than just a food delivery provider, emphasizing its expansion into the convenience and grocery channels.
The multiplatform campaign, called “The Neighborhood,” will also highlight the company’s community efforts. It launched Sunday with a teaser during an NFL playoff game and will include a spot during the Super Bowl on Feb. 7—a first for DoorDash.
Ads will feature actor and rapper Daveed Diggs alongside “Sesame Street” characters like Big Bird, Cookie Monster, Grover and Rosita. The characters will partake in the variety of products now available via DoorDash, from shampoo to birdseed. They’ll also highlight a new initiative that will put $1 of every DoorDash order on Feb. 7-8 toward Sesame Workshop, the nonprofit organization behind the long-running children’s TV show.
“What excites me about this campaign is that it tells the story of how we deliver all the best in your neighborhood in an authentic and engaging way and supports Sesame Workshop,” said DoorDash COO Christopher Payne. “This marks the first time we’ve shifted our brand image from a food delivery logistics company to a multicategory marketplace in a meaningful way.”
In the past year, DoorDash has moved beyond the realm of restaurant delivery to become an all-around delivery option. It now has partnerships with convenience brands like Walgreens and 7-Eleven, grocery store chains like Meijer and Hy-Vee, and even PetSmart. It also launched its own network of distribution hubs called DashMarts that offer convenience, grocery and restaurant items.
DoorDash is not alone in the multichannel delivery game—Postmates has long offered retail and grocery delivery, a key factor in Uber Eats’ decision to acquire the company last year.