Campaign Imminent: DoorDash inks deal with ASM Global

Update: DoorDash recently established a long-term partnership with ASM Global through which DoorDash's mobile tech dining solutions will deploy to ASM Global's venues nationwide. The deal makes DoorDash ASM Global's "On-Demand Delivery Platform" partner. We may see promotional activity around the launch, so sellers should get in touch soon to secure last-minute ad dollars.

The company targets millennials and Gen-X (primarily) and Gen-Z (secondarily) via national TV, linear TV, digital, paid social, Hulu, FuboTV, print, radio, OOH and local broadcast. It's been especially targeting Hispanic audiences. Read more details about DoorDash's recent spend in the article below.

Agency & martech readers - Get in touch soon in case DoorDash is seeking project-by-project assistance; the company currently works with creative AOR The Martin Agency, digital and social AOR Kepler Group and media shop Wavemaker.

The article below was originally published on April 22:

In its new campaign, DoorDash plays off an old Spanish to strengthen its connection with the Latino community by delving into impulsive cravings - antojos in Spanish - of food and beverages. Dubbed "Antojo," the campaign was inspired by the unjust belief that, "They say when you drop your food, it's because someone craved it." Made by Gallegos United, Spanish- and English-language spots rolled out across social media, linear TV (including Telemundo, Universo, Galavision, Univision, FOX Deportes and ESPN Deportes), Hulu and FuboTV. Sellers able to offer relevant ad space should contact sooner rather than later to secure last-minute ad dollars.

DoorDash officially named Gallegos United as its new advertising agency. The agency is specifically focused on reaching Latino consumers, reportedly.

DoorDash also recently announced an effort with UnidosUS called Caminos, which the company designed for its deliverers. UnidosUS's state and national advocacy initiatives and local community programs serve the Hispanic community. Caminos will reportedly provide “local and virtual programming to U.S. Dashers who want to develop job skills, build a business or improve their financial well-being.”

So far this year, iSpot reports DoorDash has spent approximately $55.9mm on national TV commercials, almost double the approximately $27.2m it had spent by this point last year. The meal delivery service ended up spending approximately $73.4m on this channel last year, up 8% from the approximately $68m it spent in 2020. DoorDash's 2022 commercials have aired during programming such as NBA Basketball, College Football, The First 48, Friends and The Office.

According to Pathmatics, the company has allocated roughly $55.9m toward digital ads YTD, 3% less than the roughly $57.9m it allocated within the same 2021 timeframe. In 2021, DoorDash's estimated full-year spend reached $160m, 77% more than that of $90.2m in 2020. Since the beginning of 2022, the company has earned ~5.9b digital impressions via Facebook (53%), Instagram (27%), desktop video (18%) and desktop display (2%) ads. Most of this year's desktop video ads have been placed site direct onto destinations such as youtube.com (86%), brainly.com, espn.com, weather.com and rawstory.com.

Additionally, Magellan shows DoorDash has aired about 450 podcast ads within the past 12 months.

As you can tell, TV spend is rising while digital spend drops. Digital spend isn't declining rapidly enough for me to think DoorDash is no longer targeting Gen-Z, but this does lead me to believe it's primarily targeting millennials and Gen-X. Remember, this new work is designed to reach Spanish-speaking audiences, and it also includes work across linear TV, Hulu and FuboTV. Per Kantar data, DoorDash also invests in print, radio, OOH and local broadcast.

Agency & martech readers - I don't see any glaring signs of upcoming agency reviews, but keep the company on your radar for future project-based work. DoorDash currently works with creative AOR The Martin Agency, digital and social AOR Kepler Group and media buying and planning shop Wavemaker.