DoorDash has enlisted Wieden+Kennedy Portland to spearhead the launch of its latest brand platform, “Your Door To More.” The announcement signals DoorDash’s comeback to the Super Bowl, according to insights obtained by Ad Age.
Following a creative review conducted last fall involving a select group of agencies, DoorDash opted to onboard Wieden+Kennedy Portland to lead its forthcoming brand campaign. The “Your Door to More” concept encapsulates consumers’ seamless access to a diverse array of products and services via DoorDash, spanning from food to household essentials.
The collaboration with Wieden+Kennedy Portland marks DoorDash’s strategic pivot towards a fresh brand narrative, epitomized by the forthcoming Super Bowl commercial and a series of ads showcasing DoorDash’s extensive offerings.
The first installment, titled “Milk,” is slated for debut during the NFL’s wild-card games this Saturday, with subsequent spots set to launch across TV, social media, and digital platforms in the following weeks. Watch below:
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Kofi Amoo-Gottfried, DoorDash’s Chief Marketing Officer, expressed enthusiasm about the collaboration, emphasizing Wieden+Kennedy’s alignment with DoorDash’s brand vision. Amoo-Gottfried, who previously served as a senior strategic planner for Wieden’s prestigious Nike account, highlighted the agency’s role in amplifying DoorDash’s brand identity and strategy.
W+K Portland assumed responsibility as DoorDash’s agency overseeing brand building and strategic initiatives, augmenting the company’s roster of creative partners. The Martin Agency, entrusted with creative leadership since 2019, remains an integral part of DoorDash’s agency lineup alongside other partners like Gut.
Having allocated $1.1 billion towards global advertising in 2022, DoorDash’s strategic collaborations and forthcoming brand initiatives are poised to further bolster its market presence and consumer engagement in the evolving landscape of online food delivery services.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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