DoorDash begins grocery campaign
By Derek Winkler
Delivery service DoorDash Canada has begun a campaign called “We Get Groceries, So You Don’t Have To.” Developed by Hard Work Club of Toronto, the campaign promotes the company’s grocery delivery service. The creative depicts the service preventing consumers from using a trip to the grocery store as a way to exit an awkward situation. The campaign consists of three 15-second videos running on television and online. These are accompanied by national out-of-home, search engine and social media advertising. Media work is being handled by Wavemaker. Social media and influencer work is being conducted by Ruckus Digital.
“For a brand to be willing to poke a little fun at itself is pretty rare, pretty special,” said Meghan Kraemer, executive creative director at Hard Work Club. “The convenience of grocery delivery is so obvious, that it gave us licence to turn that positive functional benefit into an absolute negative for our anti-heroes who just want to leave these painfully awkward situations.”