DoorDash is returning to the Super Bowl for the first time since its Big Game debut in 2021. The delivery service’s new ad stars Matty Matheson of Hulu’s hit series “The Bear,” Raekwon The Chef of the legendary rap group Wu-Tang Clan and Nickelodeon’s stop-motion-animated Tiny Chef.
The commercial is centered around the chefs leading a “Dasher” through a grocery shopping trip. As they debate which items they think the customer wants, it becomes clear that the Dasher is the one who is the expert. For example, when debating which type of beans to get, Raekwon suggests baked beans and the Tiny Chef suggests jelly beans. The Dasher knows that the customer they’re shopping for actually wants fava beans.
The 30-second ad, “We Get Groceries,” was created by DoorDash’s agency of record, The Martin Agency, and DoorDash’s in-house creative studio, Superette.
David Bornoff, DoorDash’s head of brand marketing, did not specify when, exactly, the spot will air in the Big Game. He also declined to disclose details about the campaign’s level of ad spend.
DoorDash laid off 1,250 people at the end of 2022, making a notoriously pricey Super Bowl ad buy a bit of a head-scratcher. DoorDash bought the ad to promote its grocery business, Bornoff clarified.
“We try to prioritize our channels and our buys based on what the message is that we have to say; and introducing grocery is a huge moment for us,” Bornoff explained. “And what bigger audience can you find than the Super Bowl?”
DoorDash will use the spot’s celebrities as influencers, too, having them amplify the campaign on their own channels, such as TikTok, Instagram and Twitter.
In its 2021 Super Bowl debut featuring Daveed Diggs visiting Sesame Street, DoorDash showcased delivery from restaurants and a wider variety of merchants. This time around it is highlighting grocery on its own.
“Now’s the time for people to think about DoorDash as a place that they can come to get their groceries delivered, not just their restaurants,” said Bornoff, noting that grocery shopping “has been available on DoorDash since like 2020.”
The Super Bowl ad will kick off a larger campaign promoting DoorDash's grocery business that will run through June. Channels include both CTV and linear TV, social media, other paid digital channels such as Google, the DoorDash app, out-of-home and radio (Bornoff explained that he has a particular fondness for radio advertising after his years working at Pandora).