In another TV spot, Grammy-nominated MC Rapsody rhymes “cacciatore” with “chimichurri” and “spiral ham” with “blackberry jam.” Fast food chains and sit-down restaurants also make an appearance, including The Cheesecake Factory, Wendy’s, Chipotle, Buffalo Wild Wings and an animated McFlurry from McDonald’s. Chili’s “Baby Back Ribs” chorus also gets a vocal makeover from Gift of Gab. In all, 52 different stylized dishes appear in the spots.
“We embraced the notion of celebrating diversity in how the work itself was made; mashing up animation, textures, patterns, live-action, subtle elements of surrealism, and spoken word,” says DoorDash VP of Marketing Kofi Amoo-Gottfried. “This is a new take—as most of the work in the category focuses on the idea of delivery, rather than on the food itself.”
A new tagline, “Every Flavor Welcome,” accompanies the campaign from The Martin Agency, which is the first led by Amoo-Gottfried, who joined the company in May after three years at Facebook. It’s also the first campaign after the company discovered a data breach that exposed the information of 4.9 million customers and merchants earlier this year.
The campaign is running on TV, digital, and social media placements. Out-of-home ads feature scannable QR codes that let users order the food pictured on the billboard. Customers who place three orders of at least $12 by Nov. 3 using the code EVERYFLAVOR will be entered to win $1,000 in DoorDash credit to use toward a dinner party, as well as a year of DashPass, the service’s fee-free subscription program.