Image Provided by DoorDashDoorDash is aiming to connect with the Hispanic community among the millennial and Gen Z demographic on an authentic level with its latest campaign.
Its campaign launched on November 11 that includes an anthem film and three vibrant OOH ads celebrates and inverts a common Hispanic experience as it shows adventurous eaters they can bring all their favorite local restaurants into la casa with ease.
The work features contributions from a variety of Latino artists, filmmakers, and creators to imbue authenticity throughout touch points. The film was created with Rafael López Saubidet and Augusto Giménez Zapiola of The Argentines, a collective of directors hailing from Buenos Aires.
To meet customers where they are, the brand is showcasing its campaign and messaging on Meta, Snap, TikTok and Snapchat platforms. The goal is to connect with the brand’s audience in a way that feels authentic to them.
The campaign also includes a mix of national TV and OTT, along with digital and social media channels focused on both national and Los Angeles-specific audiences. It also features streaming audio targeted to LA, as well as shared mail in key markets like LA, Miami, and Houston. Out-of-home (OOH) advertising will launch in Los Angeles and is set to expand to Miami and Houston in 2025. A Brazilian illustration studio, Black Madre, created these three OOH ads with GUT-curated artists, ranging in style from realism to bold and graphic illustrations and typography.
DoorDash’s Managing Director for Partner Agencies, Eli Vélez, stated that while the campaign is nationwide and designed to reach all customers, it specifically targets key markets like Los Angeles, Miami, and Houston, which have significant Hispanic populations, to strengthen connections with these communities. Vélez also highlighted that the brand’s goal is to extend its value beyond dining by providing consumers with access not only to favorite meals from local restaurants but also to groceries and household essentials.
“Our hope with this work is to emphasize the importance of building your community. When you can only find a couple of stolen hours together once a week, you want to spend it talking, sitting down together and enjoying each others’ company, not waiting for the food to be ready,” said Vélez.
Los Angeles, Miami, and Houston are prime markets for connecting with Hispanic communities, each with distinct demographics. According to Pewresearch, Los Angeles has a 48.6% Hispanic population, predominantly of Mexican descent, with 73% of Hispanic households speaking Spanish. Miami’s Hispanic population is even higher at 70%, primarily Cuban and Puerto Rican, with 74% of households speaking Spanish. Houston’s Hispanic community makes up 45% of the population, mostly of Mexican descent, with 59% of households speaking Spanish.
In addition, DoorDash is partnering with Hispanic influencers to share personal stories related to food, relationships with loved ones, and how DoorDash makes it possible to get delicious meals from restaurants all over the country. Influencers participating in this campaign are not yet known.
This year, DoorDash has launched experimental campaigns to connect with diverse audiences through unique approaches. These initiatives included the “BFF Celebration Campaign” with General Mills on National Best Friends Day and a special Super Bowl giveaway in collaboration with various brands.
“No matter what the work is or who the audience is, our goal is always to meet our customers where they are,” said Vélez. At DoorDash, we build deep relationships with our consumers and know that every audience is unique. As a result, we’re always customizing the media mix across our many different programs.”
