Last year, food delivery platforms were among the most creative brands, devising entertaining ways to keep their restaurant partners busy and even helping to keep them afloat. Doordash, for example, implemented delivery operations for struggling establishments, which it highlighted in a documentary film from the Martin Agency. And in a more recent idea from We Believers, the brand expanded into delivering works of art.
Each December, much of the art world descends on Florida for Miami Art Week. This year, however, the celebrations were considerably muted due to the pandemic, with major fairs like Art Basel pulling out. We Believers, however, saw this as an opportunity for DoorDash—if customers can’t go to the art, DoorDash would bring the art to them.
But this wasn’t a mere expansion of the brand’s scope. In order to purchase works from local artists including De Yavorsky, Oyhanarte, Uribe and Yanes—art connoisseurs had to participate in special auctions for in which payment would be made in the form of food orders. Those who coveted the pieces ended up ordering tons of meals that helped to feeding frontliner and those in need. Meanwhile, restaurants, whose businesses have been strained during COVID, earned more business trying to fulfill all the orders.