DoorDash is returning to the Super Bowl with a new brand platform.
DoorDash has added Wieden+Kennedy Portland to its agency roster to handle the launch of its new brand platform dubbed “Your Door To More,” which will include the brand’s return to the Super Bowl, Ad Age has learned.
The appointment follows a creative review conducted last fall among a “handful” of agencies, a DoorDash spokesperson said.
The “Your Door to More” positioning is designed to reflect consumers’ ability to get virtually anything delivered via DoorDash, including food, flowers and household items, the spokesperson added. That theme will also underscore its Super Bowl commercial being handled by Wieden.
Its first work from W+K is a quartet of ads highlighting items DoorDash users can order with the app: The first of which, titled “Milk,” is set to debut this Saturday during the NFL’s wild-card games. The remaining spots will roll out on TV, social and online over the coming month.
“We maintain a roster of valued collaborators, and I’m thrilled to share that we’ve added Wieden+Kennedy to the team,” said Kofi Amoo-Gottfried, chief marketing officer at DoorDash.
W+K will be known as DoorDash’s agency in charge of brand building and strategy.
W+K is “a partner who shares our vision for the DoorDash brand,” added Amoo-Gottfried, who was once a senior strategic planner on Wieden’s long-held Nike account.
The Martin Agency, which the delivery app appointed to lead creative in 2019, will remain on the DoorDash roster alongside its other existing agency partners, such as Gut, the company said.
Martin created DoorDash’s 2023 Super Bowl spot titled “We Get Groceries.” DoorDash followed it up later that year with a separate campaign to attract Spanish-speaking drivers. That campaign was handled by Gallegos United and Superette, its in-house studio that the company considers to be its agency of record. Martin also created DoorDash’s 2021 Super Bowl spot, which also showcased its ability to deliver a wide variety of items.
Its upcoming Super Bowl spot will mark DoorDash’s third appearance in the Big Game to date. (DoorDash skipped the 2022 game.)
DoorDash spent $1.1 billion on worldwide advertising in 2022, according to Ad Age Datacenter’s review of its annual regulatory filing.
The company’s third-quarter total orders increased by 24% and revenue jumped 27% to $2.16 billion.
Contributing: Brian Bonilla
