December 3, 2022


Stock development

DoorDash continues to move beyond food with back-to-school marketing push

DoorDash is on the lookout to expand consumers’ perceptions of what they can get from the delivery service, finest regarded for food merchandise, with a new again-to-college marketing and advertising campaign.

The delivery company is promoting a “Welcome BackPack” marketing campaign, offering away 5,000 no cost, fully-stocked backpacks. The custom made backpacks come stuffed with university provides, as perfectly as snacks from on line grocery shop Albertsons, these types of as animal crackers, popcorn, Kind bar, and juice. The backpacks will also include things like a confront mask and hand sanitizer spray from Jessica Alba’s brand name, Truthful.

The marketing campaign marks the hottest efforts by DoorDash to exand beyond foods delivery. The firm partnered with PetSmart earlier this 12 months to deliver pet materials, for instance. Eventually, they aim to be like those giants shipping platforms where people can upload items they need delivering– a big goal indeed.

DoorDash has been generating a meaningful marketing thrust in modern months, including a deal with streaming platform Twitch, and its initially foray into the Super Bowl in February with a commercial starring Daveed Diggs and Sesame Avenue characters.

In June of this 12 months, DoorDash rolled out a restricted version sport called “In The Bag” as element of it is partnership with Albertsons. The Tetris-like sport has gamers match and match as lots of food items staples into a grocery bag as they possibly can right until the bag overflows, supplying end users the likelihood to rating financial savings on their foreseeable future orders. Players experienced 1 hour to get their very best rating, which they could post for a probability to gain a $5,000 DoorDash gift card.

“Today, the age of pigeonholed makes is about. The fundamental concept is that makes try to be helpful and significant to their clients in a fashion that transcends solution classes,” Dipanjan Chatterjee, VP and principal analyst at Forrester Investigate, reported in sn email. “I consider the point of DoorDash’s marketing campaign is to appear helpful to an viewers of moms and dads who are also creating conclusions about how to get evening meal on the desk amid busy schedules.”

To enter the backpack giveaway, DoorDash is inquiring folks to share the university provide they most normally forget to buy on Twitter with the hashtags #DashToSchool and #Entry. The giveaway commences currently at 10 a.m. PT, and operates when provides previous.

“Back to school is a time that brings a combination of exhilaration and pressure for moms and dads and children alike and as a mother of two boys, I can relate,” Katie Daire, senior director of consumer advertising at DoorDash, mentioned in a statement. “At DoorDash, we are constantly searching for unique methods to leverage our platform to present access to the ideal of your community. What excites me most about this campaign is that it delivers a meaningful resolution for dad and mom by way of supplying snacks, overall health and wellness things, faculty provides, and additional, regardless of whether their kids are back in the classroom or embarking on an additional calendar year of digital studying.”