Brand Strategy and Super Bowl Advertising Responsibilities Assigned to Wieden+Kennedy for DoorDash
DoorDash is expanding its creative team with Wieden+Kennedy, joining forces to redefine the brand's identity and introduce a new comprehensive delivery platform that goes beyond food. This partnership comes after recent recognitions for DoorDash's in-house agency, Superette, as well as collaborations with The Martin Agency and Gut.
Kofi Amoo-Gottfried, DoorDash's CMO, sees potential in Wieden+Kennedy's ability to create a connected, consistent, and ambitious brand strategy. As part of the scope, W+K is developing a brand platform, "Your Door to More," that encompasses DoorDash's expanded offerings and will serve as a framework for all brand partners' work, including Superette's projects.
The new strategy will highlight DoorDash's aspiration to become the leading platform for local commerce. This is driven by the brand's impressive reach of over 100,000 non-restaurant stores across North America. The platform will debut during DoorDash's third Super Bowl ad and will focus on three main audiences: consumers, Dashers, and the B2B side of the business.
For the upcoming NFL Wildcard round, DoorDash will unveil its first work under the new platform, emphasizing its ability to deliver local goods. A spot featuring an ominous voiceover and a jiggling cow on a milk carton will ensure crisis-free breakfasts for viewers.
DoorDash has a reputation for valuing its creative partners. As Amoo-Gottfried noted, "DoorDash is the kind of partner creative agencies dream of." With campaigns like those produced by The Martin Agency during Super Bowl 2021 and 2023, including Daveed Diggs' Sesame Street appearance and the chef-centric 2023 spot, DoorDash continues to push boundaries and collaborate with the best in the industry.
By focusing on culturally relevant, event-based marketing and doubling down on risk-taking as a differentiator, DoorDash and its partners aim to embed the brand into broader consumer ecosystems and position it as a cultural conduit for brands seeking direct engagement with audiences. This strategy ensures DoorDash stays ahead in the competitive landscape of logistics and delivery services.
Want more Super Bowl 2024 advertising news? Check out Adweek's Super Bowl 2024 Ad Tracker and stay tuned for our in-game coverage on Feb. 11.
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- In 2023, DoorDash will showcase its first work under the new brand platform, "Your Door to More", during its third Super Bowl ad.
- Kofi Amoo-Gottfried, DoorDash's CMO, believes that Wieden+Kennedy, a creative agency, will help DoorDash become the leading platform for local commerce.
- The new delivery platform developed by Wieden+Kennedy will encompass DoorDash's expanded offerings, including non-food items, and serve as a framework for all brand partners' work.
- DoorDash has a history of collaborating with top creative agencies, such as The Martin Agency, which produced campaigns during Super Bowl 2021 and 2023.
- The brand aims to embed itself into broader consumer ecosystems and position itself as a cultural conduit for brands seeking direct engagement with audiences through culturally relevant, event-based marketing and a commitment to taking risks.
