DoorDash announced the launch of a multi-platform marketing campaign in the U.S. The “Every Flavor Welcome” campaign, created in partnership with The Martin Agency, is an invitation for consumers to celebrate the diversity of cuisines and cultures that uniquely make up America. The campaign spans TV, digital, social, outdoor, and brand activations.
“Every Flavor Welcome is a celebration of food as culture, and of the richness that our nation’s diversity brings to our nation’s food,” says Kofi Amoo-Gottfried, VP of Marketing at DoorDash. “With more restaurants than anyone else serving a smorgasbord of cuisines, DoorDash is America’s Kitchen – so we wanted to pay tribute to all of America’s flavors; and to the cultures and people who created, and continue to innovate, these flavors. American food is remarkable and wonderful precisely because of the cultural influence of our diversity – that’s the essence of Every Flavor Welcome.”
The :30 and :15 TV spots, titled “Shishito” and “Fish Roe” and “Poke” and “French Fry” take consumers on a visual journey, highlighting the breadth of cuisines available through DoorDash. The campaign showcases more than 52 unique dishes styled in visually stunning, high-contrast, and appetizing ways from burgers and fries to the Ethiopian raw beef dish kitfo and Japanese shiso leaves.
Underground rap legend Gift of Gab and Grammy nominated MC Rapsody feature as voice-over artists, each lending their signature flows and driving the energy of the upbeat spots.
“DoorDash is a company that believes deeply in the value of diversity of cuisines and cultures and puts that belief into practice every day,” says Karen Costello, Chief Creative Officer at The Martin Agency. “I’m so proud of our shared values and ambitions. Every decision we have made to date, from the ideas we create to the way we shape them in culture is a story of lifting people up and celebrating our food, our communities, and our country.”
In addition to TV, the campaign includes digital ads, paid and organic social, and a nationwide media buy of creative OOH placements that highlight an appreciation for different cultures through the artistic mashups of flavors – and includes eatable billboards, which invite people to scan a QR code that takes them directly to the app to order the cuisine showcased on the billboard. To celebrate the campaign launch and to encourage customers to experience the multitude of cuisines available through the platform, DoorDash will give away $1,000 in DoorDash credit to three lucky US customers to host an ”Ultimate Food Fusion Dinner Party”.
Additionally, each winner will also win a year-long subscription to DashPass, DoorDash’s nationwide subscription program, to continue their culinary adventures throughout 2020! Any customer that places three orders with a subtotal of $12 or more each through the DoorDash platform with promo code “EVERYFLAVOR” between now and November 3 will be automatically entered to win $1,000 in DoorDash credit and a year-long subscription to DashPass. Follow DoorDash and Every Flavor Welcome on Instagram, Facebook, and Twitter. As part of the campaign, DoorDash will also offer $0 delivery fees on customers’ first orders on the platform.