‘Less food delivery brand, more 24/7 life hack’: Inside Doordash’s cute new campaign

IKE MORRIS

October 1, 2025 11:49

Doordash's bags come to life in a new campaign

Doordash is seeking to distinguish itself as a reliable, around-the-clock food and retail delivery service, in a new marketing campaign from DDB Sydney.

Titled “Your Door to More”, the campaign features animatronic Doordash delivery bags on the back of delivery bikes having amusing banter and chatting about their deliveries, as well as exclusive partnerships and delivery offers.

The campaign is comprised of a series of 13 films, ranging in length from six seconds to 30 seconds, and a suite of social media collateral for distribution on their organic channels.

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Doordash’s head of ANZ brand, Madison Westall, told Mumbrella the development of the strategy was accelerated by a “consideration challenge” the company was facing with their audience in late 2024. It believes partnerships with brands like Aldi, Chemist Warehouse, Costco and Velocity Frequent Flyer would resonate with Australian consumers.

The mission “was to shift the brand from quite a transactional service within a crowded category into a more valued and culturally relevant offering … that would click with Aussies,” she said.

“We feel that we can really be less food delivery brand, more 24/7 life hack.”

According to Westall, the campaign is a growth tactic for consumer acquisition, but also aims to entice consumers to use Doordash as a way of getting errands done in a convenient way.

“We felt it was time to start to shift behaviour and give Aussies some permissibility around outsourcing their errands,” she said.

“We actually think that using delivery as quite a pragmatic investment into getting time back is something that we can own in this market. [We saw it as] an opportunity to change the way you think about heading up to the shops.”

Westall believed ‘Your Door to More’ signals a fresh start creatively for the brand. Doordash – which launched in Australia in 2019 – selected DDB Sydney through “a competitive pitch process”, meaning they felt they were in “such safe hands strategically” with this campaign and future advertising.

Madison Westall

“We just found that the calibre of talent at DDB … every person at the table was so tenured and had such incredible expertise in their field,” she said.

“We were looking for a long-term relationship with a partner, and we felt that they were the team that best understood our challenge and had the strongest ideas around how to parlay that into campaigns that Aussies could fall in love with.”

DDB Sydney’s chief creative officer, Matt Chandler, said in a media release the agency “couldn’t be more excited” to collaborate with the delivery service.

“[Doordash are] a brilliant team; genuinely great people, leading an iconic global brand loaded with the kind of ambition and potential that we get out of bed in the morning for,” he said.

“This first work is the beginning of what will be a long-term platform with a cast of characters we think Australia will fall in love with.”

The agency partnered with Canadian director Jeff Low to execute the films. Low recently won the Film Craft Grand Prix at the 2025 Cannes Lions Festival for his work on Telstra’s ‘Better on a Better Network’ advertising strategy.

Westall said Low and DDB Sydney had done “a masterful job” with the films.

“The way [the films] have come together is so representative of who we are in terms of our spirit and our aspiration, and our customer base and everything we wanted to say [to our audience].”