DoorDash breaks first Canadian campaign
Food delivery service DoorDash has begun a marketing campaign called “Welcome to the Flavourhood.” Developed by John St. of Toronto, this is the company’s first Canadian campaign. It is intended to remind consumers that delivery and take-out support local restaurants and their neighbourhoods. The creative depicts animated journies through miniature versions of neighbourhoods such as Montreal’s Chinatown, Toronto’s Kensington Market and Vancouver’s Gastown. The campaign consists of 60-, 30- and 15-second videos that will begin running on Dec. 27. These will be accompanied by out-of-home, print, online video, online display ads and Spotify audio ads, as well as social media content.
Media work is being handled by Wavemaker, while social media work is being done by Church & State. A related influencer promotion in Vancouver, called “DashSquad,” is being conducted by Ruckus Digital. In Quebec, the brand will produce web series created by Radiance that will run on CBC’s ICI TOU.TV.
John St. won the DoorDash account in a 48-hour competitive processes involving an unidentified short list of agencies.
“We asked the agencies to respond to one strategic question on a single page and gave full support to collaborate together on that work,” said Heather Cameron, senior brand manager at DoorDash. “No creative spec work was allowed and fair compensation for the work set up this challenge as a simple and powerful relationship chemistry test under time pressure.”