Delivery is no longer the domain of just the pizza chains. The American palate has expanded, incorporating foods from around the world into a diverse and international cuisine— available in minutes and brought directly to the front door.
DoorDash’s newest campaign features a parade of these dishes, from pad thai to pork chops, rattled off in quick succession with thunderous gravitas by rapper Gift of Gab. Viewers will see meals they may not have tried before (order fried shiso immediately), as well as familiar foods like shakes and fries that are finally getting on the delivery bandwagon.
In another TV spot, Grammy-nominated MC Rapsody rhymes “cacciatore” with “chimichurri” and “spiral ham” with “blackberry jam.” Fast food chains and sit-down restaurants also make an appearance, including The Cheesecake Factory, Wendy’s, Chipotle, Buffalo Wild Wings and an animated McFlurry from McDonald’s. Chili’s “Baby Back Ribs” chorus also gets a vocal makeover from Gift of Gab. In all, 52 different stylized dishes appear in the spots.
"We embraced the notion of celebrating diversity in how the work itself was made; mashing up animation, textures, patterns, live-action, subtle elements of surrealism, and spoken word," says DoorDash VP of Marketing Kofi Amoo-Gottfried. "This is a new take—as most of the work in the category focuses on the idea of delivery, rather than on the food itself."
A new tagline, “Every Flavor Welcome,” accompanies the campaign from The Martin Agency, which is the first led by Amoo-Gottfried, who joined the company in May after three years at Facebook. It’s also the first campaign after the company discovered a data breach that exposed the information of 4.9 million customers and merchants earlier this year.
The campaign is running on TV, digital, and social media placements. Out-of-home ads feature scannable QR codes that let users order the food pictured on the billboard. Customers who place three orders of at least $12 by Nov. 3 using the code EVERYFLAVOR will be entered to win $1,000 in DoorDash credit to use toward a dinner party, as well as a year of DashPass, the service's fee-free subscription program.