DoorDash has unveiled a bold marketing campaign in Australia, featuring animated delivery bags that aim to showcase the brand’s commitment to providing diverse and timely services to its customers. This campaign, developed in collaboration with DDB Sydney, marks a significant creative shift for DoorDash as it seeks to redefine its brand image in the competitive delivery space.
Since partnering with DDB Sydney, DoorDash has worked on localizing its global brand message, “Your Door to More,” to resonate with Australian consumers. The campaign emphasizes DoorDash’s expanding partnerships with popular retailers and its dedication to offering a wide range of services beyond food delivery. By infusing humor and relatable insights into its messaging, DoorDash aims to engage customers and differentiate itself in the market.
Madison Westall, Head of Brand at DoorDash ANZ, describes the campaign as a celebration of the brand’s evolution and a testament to its commitment to changing how Australians approach everyday tasks. The new platform is designed to not only entertain but also to highlight DoorDash’s role in simplifying and enhancing the lives of its customers.
Matt Chandler, Chief Creative Officer at DDB Sydney, expresses enthusiasm for collaborating with DoorDash and praises the brand’s willingness to embrace creativity. The campaign, consisting of 13 meticulously crafted films featuring animated delivery bags engaging in witty banter, showcases DoorDash’s innovative approach to storytelling and customer engagement.
Each film captures the essence of DoorDash’s delivery riders, with the animated bags serving as quirky narrators discussing various delivery scenarios and partnership offerings. The use of animatronic puppetry adds a unique touch to the campaign, creating a visually engaging and memorable viewing experience for audiences.
The team at DDB Sydney explains that the decision to bring the bags to life through in-camera puppetry was deliberate, aiming to portray them as imperfect yet endearing characters with a distinct perspective on the world. By opting for this approach, DoorDash successfully humanizes its delivery bags and makes them relatable to viewers.
With a multi-channel rollout encompassing film, out-of-home, audio, digital, and social media platforms, DoorDash ensures that its animated delivery bags will be prominently featured in its marketing efforts in the coming months. The brand’s strategic use of storytelling and creativity underscores its commitment to engaging with consumers in innovative ways.
Through this campaign, DoorDash not only showcases its delivery services but also positions itself as a brand that values creativity, humor, and customer-centricity. As the delivery industry continues to evolve, DoorDash’s unique approach to marketing sets it apart and reinforces its position as a leading player in the on-demand delivery space.
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