DoorDash targets footy fans as the delivery market tightens
As Milkrun’s operations come to a halt this week, American delivery service Doordash is pushing ahead with its ambitions in the Australian market, tapping into the Australian love of food and footy, in a new NRL campaign from Howatson+Company.
The new creative proposes that ‘Footy’s better with a feed’, starring retired NRL personalities Peter ‘Sterlo’ Sterling and Paul ‘Fatty’ Vautin’, as they reunite over a “glorious footy feed”.
Other assets:
Both spots feature the stars quietly enjoying a DoorDash feast, in what is intended to stand out from a “sea of other NRL spots” with much noisier soundtracks.
The campaign will run throughout the season as 30-second master spots, alongside a number of 15-second retail spots designed to do the heavy lifting of telling audiences what is available on DoorDash.
The work launches closely after it was reported by the AFR yesterday that struggling grocery delivery start-up Milkrun would cease trading on Friday, following the exit of British delivery service Deliveroo in November after the business went into voluntary administration.
Doordash will hope to attract share left behind by both failed services, in its efforts to compete against UberEats’ dominance in the Australian delivery service market, which stands at approximately 50-60% according to figures from figures by delivery management software Deliverect.
Natasha Aaron, head of ANZ Marketing at DoorDash, said: “We’ve been delivering for NRL fans for the past two seasons and what we’ve learned is this: footy fans love their game, they love their food, and they love Fatty & Sterlo. We’re thrilled to launch a campaign that we know will delight this audience by tapping into that nostalgic Footy Show culture throughout the season, as we deliver the best of Australia’s neighbourhoods to the front door of fans nationwide.”
She continued: “The breadth of the DoorDash offering is enormous and constantly expanding, with merchants on the platform spanning restaurant, grocery, alcohol, convenience, retail and pharmacy verticals. We’re also proud to be a market leader across metrics like value for money, wait time and customer satisfaction; the product is strong, the selection is excellent and when it comes to game time – we have everything NRL fans are looking for.”
Scott Zuliani and Jared Wicker, creative directors at Howatson+Company commented: “To prove footy’s better with a feed, we worked with a man who hasn’t been able to eat during a game for over thirty years. He chose to break his drought with a delicious laksa.”
Shivani Maharaj, chief content and partnerships officer at Wavemaker, added: “DoorDash have built incredible equity within the NRL ecosystem after just three years in market and two seasons as Official Delivery Partner of the NRL. This campaign is a clever next step in their journey to Australia’s most-loved delivery brand and the destination for hungry NRL fans, on game day or otherwise.
“Wavemaker has secured partnerships with the NRL, Nine, Foxtel and Kayo giving this fun & cheeky creative a platform to connect with passionate NRL fans across Australia, ensuring footy fans know DoorDash as the on-demand delivery platform of choice.”
The campaign is running across TV, BVOD and social for the duration of the NRL season.
Credits
Client: DoorDash Australia
Senior Partner Marketing Manager: Madison Westall
Senior Manager: Janna Ferraro
Manager, Brand: Sarah Hamilton Schwab
Agency: Howatson+Company
CEO/Founder: Chris Howatson
Executive Creative Director: Gavin Chimes
Creative Directors: Jared Wicker + Scott Zuliani
Senior Art Director: Dan Smith
Senior Copywriter: Ernie Ciaschetti
Planning Director: Georgia Pritchard
Junior Designer: Eleanor Donley
Producer: Caitlin Perz
Production Assistant: Charlotte Breene
Managing Partner: Kristie Thistlethwaite
Business Director: Georgia Price
Senior Business Manager: Dede Stewart
Production: The Sweetshop
Director: Max Barden
Senior Producer: Jane Smith
EP: Greg Fyson
Post Production: The Editors
Audio: Rumble Studios
Media Agency: Wavemaker
Client Lead: Fiona Williams
Account Director: Gill Banks
Media Analyst: Anna Pellegrino
Chief Content & Partnerships Officer: Shivani Maharaj
Director Content & Partnerships: Emily Lopilato
Manager Content & Partnerships: Jayden Harris
Executive Content & Partnerships: Shehara Bastianpillai
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