Campaign aimed at the Latino community
Marketing DoorDash. DoorDash launched “Antojo”, its first-ever custom-created Spanish and English cross-platform marketing campaign aimed at making an authentic connection with the Latino community.
The creative campaign is rooted in the perspective that cravings are a common experience in culture, but “antojos” are part of how Latinos live life. And there are all kinds of antojos; about food, a flavor or a memory of Grandma’s cooking. But it doesn’t stop there – there are also antojos for moments, opportunities, for achieving goals. DoorDash’s intent in creating the “Antojo” campaign was to reinforce its focus on growing and empowering the antojos of local Latino communities.
Dicen que cuando se te cae algo es porque a alguien se le antojó.
The creative campaign kicked off last Monday, April 18 on national TV, digital and social activations. The creation was inspired by the old superstition “Dicen que cuando se te cae algo es porque a alguien se le antojó” or in English, “They say that when your food falls down, it’s because someone was craving it.” “
“DoorDash’s mission is to empower local economies and the latest iteration of that mission is the Antojo campaign, which demonstrates our commitment to connecting with the Latino community and empowering the communities we serve,” said Katie Daire, Senior Director of Consumer Marketing at DoorDash. “We are thrilled to unveil this campaign and believe it will uniquely engage with the Latino community by highlighting the shared power of antojos in our daily lives.”
“We are proud to partner with DoorDash, a modern brand whose primary goal is to empower local communities,” said John Gallegos, Founder and CEO of GALLEGOS United. “Throughout the pitch process, we could see firsthand how the company upholds this value and its commitment to the Latin American community, always in a very creative way. We are excited about our new journey together, supporting all “antojos” of Latinos, starting with food and beyond.
The insight behind this traditional superstition has inspired two: 30 TV spots under the principle of “Se te antojó”, which takes viewers through the journey of witnessing the power of antojos in real life and highlights the extent of the items available through DoorDash. To capture the essence of Antojo, the commercials were shot in Mexico City by acclaimed, award-winning director Andy Fogwill. In addition to TV, the campaign includes digital ads, paid and organic social media, and an in-app experience that features Latin cuisines in customers’ local areas. The breadth of the campaign highlights the brand’s connection and understanding of the antojos of the Latino community.
Throughout the presentation process, we were able to see firsthand how the company upholds this value and its commitment to the Latin American community.
The campaign was created in partnership with GALLEGOS United and is the first work produced from this new partnership focused on connecting more authentically with the Latino community. Gallegos United has been awarded the DoorDash business and will be responsible for helping DoorDash connect authentically with Latinos – managing strategy, creative development, production and marketing communications. Together, DoorDash and Gallegos United will focus on building lasting customer relationships and brand preference with Latin American communities nationwide.
Beyond the creative campaign, DoorDash supports the Hispanic and Latino community by providing grants and training for restaurant owners through our Main Street Accelerator Loud. In February, we also announced a partnership with UnidosUnited States which offers a financial empowerment program, grants to expand access to food, and support for civic engagement programs and immigration education. Our partnership includes a financial empowerment initiative, Pathswhich offers local and virtual programming for American Dashers who want to develop professional skills, start a business or improve their financial well-being.