DoorDash touts grocery focus with Super Bowl ad

DoorDash unveiled its new “We Get Groceries” campaign during yesterday’s Super Bowl with a 30-second advertising spot.

The ad was designed to highlight such elements as DoorDash’s wide grocery selection, support, flexibility, and savings for members, the company said.

“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,” Kofi Amoo-Gottfried, DoorDash chief marketing officer, 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.” 

The San Francisco-based online food ordering and delivery operator launched on-demand grocery delivery in 2020 and reports there are tens of thousands of non-restaurant retail stores on its North American platform, including Albertsons, Safeway, Dollar General, Hy-Vee, Meier, Sprouts, Walgreens, and Wawa.

The Super Bowl commercial features three renowned chefs that DoorDash said span generations, cultures, and communities. They include chef Matty Matheson of Hulu’s series The Bear; Raekwon The Chef of rap group the Wu-Tang Clan; and Nickelodeon’s stop-motion-animated Tiny Chef, who reveal tips and tricks for selecting the freshest groceries.

Besides television, the We Get Groceries campaign, which was created in a partnership with The Martin Agency and Superette, DoorDash’s in-house creative studio, will include online media and radio and operate from February through June.

In conjunction with the Super Bowl commercial, DoorDash, began offering a two-day $20 off orders of $45 promotion that is available until midnight Pacific Time today.

The “We Get Groceries” campaign comes amidst a time of economic uncertainty for DoorDash.

In November, the company announced it was slashing its workforce by 1,250 employees. DoorDash said at the time that though the company’s business remains strong and continues to grow, it has not been effectively managing operations. DoorDash has occurred net losses each year since its 2013 founding.

DoorDash’s recent program launches include providing online delivery of floral and sushi orders for Kroger banner stores throughout the U.S.