DoorDash breaks hockey campaign
By Derek Winkler
Food delivery service DoorDash has begun a campaign called “What’s For Hockey” to coincide with the start of the National Hockey League season. The effort is tied to the company’s status as the official on-demand delivery and pick-up sponsor of the league in the US and Canada. Developed by Broken Heart Love Affair, the campaign consists of television and streaming service ads, as well as online video, audio, display, out-of-home and social media executions. The creative depicts a family of hockey fans deciding what to eat. The ad then shows that the living room is one of many on a large ice rink, with hockey players and delivery workers skating between them. The ad feature hockey players Max Domi and Evan Bouchard. The campaign will run through the hockey season.
“Hockey night is about getting everyone together, regardless of whether some family members are more invested in the food than the game,” said Jennifer Richardi, global head of brand and creative at DoorDash. “This is the family DoorDash wants to show up for to make the ritual effortless. The more memories families create together over a shared love of the game and the food around the game, the more our NHL partnership is doing exactly what we built it to do.”