DoorDash is highlighting the story of Chicago’s Krazy Hog BBQ, a multigenerational restaurant on the South Side, in the brand’s first documentary film. In the campaign from The Martin Agency, Rodney Lucas of Even/Odd Films directs “Southside Magnolia,” a touching portrait of a shuttered storefront, brought back to life by a new program from DoorDash that turns restaurants into delivery-only locations.
Like most restaurateurs across the country, Victor and Dana Cooksey had to shut down Krazy Hog BBQ in March due to the pandemic. “We could plan for our futures, but we couldn’t plan for the pandemic,” said Dana Cooksey in a statement. “The first thing I thought of when I heard the executive order in March was, ‘Who is going to feed our customers?' There was a massive fear factor—the future was uncertain and overnight our business came to a halt.”
DoorDash partnered with virtual kitchen operator Á La Couch to offer a cooking facility and delivery for the Cookseys' wares, adapted from Dana’s family recipes brought from Mississippi during the Great Migration, when millions of Black families moved north to find work and start new lives. Krazy Hog is the first to benefit from the “Reopen for Delivery” program, which also includes ops, marketing and consultation support to help grow brands even as they operate remotely.
The campaign is running locally in Chicago, nationally in The New York Times and Vice as well as on YouTube and other social placements. A dedicated microsite houses the film itself and details on the project.