ADVERTISING

DoorDash Canada

We Get Groceries, So You Don’t Have To

Agency: Hard Work Club

Description

Thanks to DoorDash, There’s No Escaping Painfully Awkward Situations

Grocery delivery means that “I’m going to get milk” is no longer the quick break it once was in a humorous new campaign developed in partnership with Hard Work Club

Sometimes a quick trip to the store can bring some much-needed relief from a socially-awkward or stressful situation, but delivery service DoorDash is taking away the temporary escape in a comedic campaign promoting its grocery delivery.

Developed with Hard Work Club, “We Get Groceries, So You Don’t Have To,” shows people desperately trying to exit uncomfortable situations by saying they’ll go to the grocery store, only to be thwarted by friends or family informing them that they can get groceries delivered with DoorDash.

The humour-led approach represents a thematic departure for DoorDash Canada, and the shift for this campaign was intentional.

“Radically candid moments where our protagonists are plotting an escape from life and yet met with the convenience of grocery delivery flexes our brand voice into humour, and we are here for it,” says Heather Cameron, Head of Brand & Creative for DoorDash Canada.

The campaign consists of a series of three stylishly crafted 15-second spots directed by Untitled Films’ Francois Lallier. Rather than fight the constraints of short-form storytelling, the team embraced the opportunity for buttoned-down scenarios and a simple script construct.

“Fifteen second spots are a different animal,” says Meghan Kraemer, Co-Founder and Executive Creative Director, Hard Work Club. “It was critical for us to work with a director who deeply understood how tight the comedic beats needed to be, and thrived in the countless production design details to make them sing. Francois Lallier certainly delivered.”

Each spot shows people coming up with an excuse to get away from a bad situation, only to have their plans undermined by DoorDash delivery.

In “Smashed Eggs,” a woman attempts to get away from a chaotic family morning by deliberately sweeping a carton of eggs to the floor and declaring that she needs to go to the store for eggs, only for her blissfully oblivious husband to whip out his phone and tell her that DoorDash can take care of their grocery needs.

In “Losing Team,” a man desperate to escape the misery created by a soccer team’s loss tucks a carton of milk inside his coat and announces that he’s going for milk, only for his distraught friend to inform him through tears that DoorDash can help.

And in “Baby Shower,” a woman who hides grapes as an excuse to get away from unadulterated pastel hell and the excessive “ooh-ing” and “aah-ing” over onesies and other baby gifts, is forced to endure the cuteness overload because of DoorDash.

They all end with a comedic hint of annoyance for the very brand the campaign promotes.

“For a brand to be willing to poke a little fun at itself is pretty rare, pretty special,” says Kraemer. “The convenience of grocery delivery is so obvious, that it gave us licence to turn that positive functional benefit into an absolute negative for our anti-heroes who just want to leave these painfully awkward situations.”

The media buy by Wavemaker is targeting key DoorDash customer segments, including young families and sports fans, through a combination of TV and online video. The campaign is supported by contextual OOH across Canada, strategically placed in locations including university campuses and airports where aptly-placed, playful headlines read: ‘WELCOME HOME (your milk is expired.)’ Alongside paid social, digital display and targeted search, the brand is also leaning into organic social and influencer amplification led by ruckus Digital. All these initiatives emphasise the convenience of grocery delivery with DoorDash, while maintaining the campaign’s cheeky tone.

This professional campaign titled 'We Get Groceries, So You Don’t Have To' was published in Canada in April, 2024. It was created for the brand: DoorDash Canada, by ad agency: Hard Work Club. This Digital, Film, and OOH Outdoor media campaign is related to the Delivery Services industry and contains 3 media assets. It was submitted about 1 month ago by Founder: Shannon Stephaniuk of Glossy.

Credits

Client: DoorDash Canada
Head of Brand & Creative, Canada: Heather Cameron
Head of Marketing, Canada: Carly Steinberg
Senior Manager, Consumer Brand Marketing: Delly Dyer
Senior Manager, Dasher Brand Marketing: Sarah Jue
Senior Manager, Merchant Brand Marketing: Martine English
Graphic Designer: Dustin Cordeiro

Agency: Hard Work Club
Co-Founder & Executive Creative Director: Meghan Kraemer
Head of Integrated Production: Monika Ghobrial
Agency Producer: Julie Caniglia
VP Business & Development: Marissa Gladstone
Director of Client Success: Emma Pratt
Director, Project Management: Cecilia Hui
Senior Designer: Priya Mistry
Production Designer & Studio Manager: Amanda Braun

Production Company: Untitled Films
Executive Producer: Lexy Kavluk
Production Service Company: Nova Film
Director: Francois Lallier
Director of Photography: Francois Gamache
Producer: Marie-Lou Bouchard
Editor: Louis Philippe Gagne

Transfer & Online: Studio Feather
Colourist: Kevin Wu
Colour Assistant: Win Gonzales
Executive Producer, Colour: Jacklyn Morga
Online Artist: Julian van Mil
Online Assistant: Huan Le Vu Cong
Compositors: Andrew Rolfe, Diego Dutra, Mike Morley
Head of VFX: Colin Cunningham
Executive Producer: Emily Goldberg

Audio: SNDWRx
Creative Director: Didier Tovel
Audio Engineers: Alex Gluch, Michael Henley, Colin Brown

Casting: Mann Casting
Casting Directors: Sarah Sheps, Steven Mann
French Casting: Brigitte Viau

Social Media & Influencer Amplification: ruckus Digital
Jennifer Stein, SVP
Kenneth Evans, Managing Partner
Kaitlin Blackburn, Director
Leah Howitt, Digital Strategist

Media Agency: Wavemaker
Managing Director, Client Leadership: Sandra Cardoso
Director, Media: Laura DeGrace
Associate Director, Media: Anthony Visconti
Client Business Manager: Emma Lasagna
Senior Media Planner: Anastasiia Nikolaeva
Assistant Media Planner: Kerina McMorris

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