DoorDash touts grocery delivery in Super Bowl ad

DoorDash, which debuted grocery delivery in August 2020, promoted the offering on one of the world’s biggest stages Sunday night.

The same-day delivery platform, long known for ferrying restaurant meals, aired a 30-second spot during the Super Bowl called “We Get Groceries.” It’s the first time DoorDash has mounted an ad campaign for its grocery delivery business.

The ad features three chefs: Matty Matheson of the Hulu series “The Bear,” Raekwon The Chef of rap group The Wu-Tang Clan and stop motion-animated Tiny Chef of Nickelodeon as they show DoorDash shoppers, known as Dashers, how to select the freshest groceries.

“With our newest omnichannel campaign—our first focused solely on grocery—we’re showcasing in an amusing, creative way DoorDash’s selection and expertise when it comes to getting everything you need to make your next meal and more,” the company said in a statement.

DoorDash now partners with retailers including Albertsons, Safeway, Dollar General, Hy-Vee, Meijer, Sprouts, Walgreens and Wawa for non-restaurant food delivery around the country.

The delivery company said it has more than 25 million monthly active users across the more than 75,000 grocery, convenience and retail stores on its platform.

“Starting with restaurants, our goal has always been to bring every business on Main Street online, and we’ve made significant progress in the grocery space,” DoorDash CMO Kofi Amoo-Gottfried said in a statement. “This new creative platform puts a fresh spin on the work we’ve been doing to expand the perception of DoorDash as more than restaurants, and to spotlight the selection and value that our grocery category offers.”

Last week, DoorDash announced a new partnership with streaming service Roku to create shoppable TV ads for restaurants, grocers and other retailers.

To highlight its grocery-delivery service, DoorDash gave first-time grocery customers $20 off orders of $45 or more on Sunday and Monday.

The omnichannel grocery ad campaign will appear in future TV ads, as well as through in-app advertising, paid digital, activations and other channels through June, DoorDash said.

“By leaning into our relationship with well-known and trusted chefs, with our new campaign we’re emphasizing that if DoorDash can be the trusted delivery platform for their Pad Thai dinner, consumers can trust us with their flat noodles, soy sauce, scallions and on-the go stain remover for that inevitable sauce spill too,” Amoo-Gottfried said.