DoorDash is targeting a Latino audience with a campaign that centers on the superstition of "antojos," or cravings.

In what is the delivery brand's first-ever custom- created Spanish & English multi-platform marketing campaign, the creative was inspired by the old saying “Dicen que cuando se te cae algo es porque a alguien se le antojó” or in English, “They say that when your food falls, it’s because someone craved it.” 

TV, digital and social spots, created via agency Gallegos United, show people spilling and dropping their food, with the message that you should "never underestimate the power of antojos," and download DoorDash. The commercials were shot in Mexico City by director Andy Fogwill. In addition to TV, the campaign includes digital ads, paid and organic social media, and an in-app experience that features Latin cuisines in customers’ local areas.

“DoorDash's mission is to empower local economies and the latest iteration of that mission is the Antojo campaign, which demonstrates our commitment to connecting with the Latino community and empowering the communities that we serve,” said Katie Daire, DoorDash’s Senior Director of Consumer Marketing, in a statement. “We’re excited to unveil this campaign and think it will uniquely engage with the Latino community through highlighting the shared power of antojos in our everyday lives.”

As well as the creative campaign, DoorDash will support the Hispanic and Latin community by providing restaurateurs with grants and training through its Main Street Strong Accelerator. In February, the brand also announced a partnership with UnidosUS that provides a financial empowerment program, grants to broaden food access, and support for civic engagement programs and immigration education.