The 30-second ad, “We Get Groceries,” was created by DoorDash’s agency of record, The Martin Agency, and DoorDash’s in-house creative studio, Superette.
David Bornoff, DoorDash’s head of brand marketing, did not specify when, exactly, the spot will air in the Big Game. He also declined to disclose details about the campaign’s level of ad spend.
DoorDash laid off 1,250 people at the end of 2022, making a notoriously pricey Super Bowl ad buy a bit of a head-scratcher. DoorDash bought the ad to promote its grocery business, Bornoff clarified.
“We try to prioritize our channels and our buys based on what the message is that we have to say; and introducing grocery is a huge moment for us,” Bornoff explained. “And what bigger audience can you find than the Super Bowl?”
DoorDash will use the spot’s celebrities as influencers, too, having them amplify the campaign on their own channels, such as TikTok, Instagram and Twitter.
from Digital Marketing Education https://ift.tt/IewyVid
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