DoorDash appoints Cummins & Partners to lead creative
Independent agency Cummins & Partners has been appointed creative agency for American food delivery provider, DoorDash.
DoorDash, which has been without a permanently rostered creative agency in Australia since its entry into the market, also released its first local campaign last night.
The account was won three months ago following a competitive pitch, with the agency being appointed to handle creative strategy and production supervision, according to industry sources.
Still from the new DoorDash campaign
The new local campaign, #WeDoorDash aims to drive DoorDash’s mission to establish itself in the market as a leading competitor to the other services, which include Uber Eats, Menulog and Deliveroo, through the new brand platform, Life In Order.
Cummins & Partners joins the DoorDash roster, along with GroupM agency, Wakemaker which was appointed to handle media strategy, planning and buying in December last year, building on the brand and agency’s relationship in other global markets.
The campaign is live across TV, out-of-home and other channels, in what is understood to be a multi-million dollar strategy in order to put the brand on par with some of the other established brands locally.
DoorDash’s search for a head of marketing in Australia continues, as reported by Mumbrella in June, to oversee the brand and performance marketing in Australia across the three sides of DoorDash’s marketplace: consumer, Dasher and merchant.
Since its entry into the local market, DoorDash has focused heavily on a strategic partnership with the NRL, which included initiatives around the NRL State of Origin, Women’s State of Origin and the NRL Finals.
In data reported by Pathmatics in August, DoorDash was the third highest spender in the fast food and delivery category over the period 1 March 2020 to 31 July 2021, reportedly spending upwards of $6 million locally.
Cummins & Partners recently appointed founding partner, Kirsty Muddle as its new Australian CEO. Muddle replaced Chris Jeffares, who stepped down from the role full-time earlier this year, to focus on his family brewing business.
Cummins & Partners declined to comment, and DoorDash had not responded to a comment request at the time of publishing.
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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