Dive Brief:
- 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 effort is a video spot depicting what is billed as a universal Hispanic experience: The disappointment of hearing “Hay comida en la casa,” which translates to “there’s food at home.” However, in this case, the food at home 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 will launch in Los Angeles before expanding to Miami and Houston in 2025. The effort is the first for DoorDash from agency Gut Miami.
Dive Insight:
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 boost loyalty among diverse audiences could support the food delivery platform as it strives to maintain an upswing — the company in Q3 reported an 18% year-over-year increase in total orders, marking its first operating profit since 2020.
Key to the effort is a campaign spot that features three different families, each with a person who raises the question, “Can we stop for food?” before being told, “Hay comida en la casa.” However, when each family returns home, a DoorDash order awaits and instantly 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 mix 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 effort 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 first 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 came together for “Can’t Help Helping,” another campaign targeting the Hispanic community that highlights the flexibility available to DoorDash delivery drivers that allows them to honor commitments to their families.
Beyond its own creative, DoorDash has also continued to make strides in building out its advertising business. In October, the company announced several new advertising offerings for enterprise restaurants and CPG brands, with Chipotle, Sweetgreen and BJ’s Restaurant and Brewhouse among the first to leverage the new capabilities.
