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Advertising Age has a story about how "the nation’s largest food delivery app, DoorDash, is putting a positive spin on what it does for local communities with a major new campaign called 'A Neighborhood of Good in Every Order'."

According to the story, the campaign - which will cut across platforms from broadcast TV to digital media and other out-of-home media - will convey "the economic trickle-down effect of every single order placed on the platform, including supporting jobs for delivery 'Dashers' as well as sales for local merchants.  'Who knew heartbreak could be so good for business,' declares one ad, showing a retailer packing a bag of tissues, chocolate and wine destined for delivery to a victim of a breakup."

The goal of the campaign is to put DoorDash "at the center of an economic ecosystem".'

“Most of our campaigns to date have been primarily in service of driving new customers, driving volume, and we’ve known since the early days that we have a bigger story to tell - and the question has always been how do we do both: How do we drive business outcomes, but truly start to tell the story to tell of DoorDash and the impact it can have in communities,” David Bornoff, DoorDash’s senior director, head of brand marketing, tells Ad Age. “What we are really trying to do is communicate that there is a lot more behind an order and an order truly kicks off a butterfly effect in the neighborhood … It empowers a Dasher to earn and it empowers a merchant to drive more sales through their store.”

KC's View:

I love this, but find myself wondering why it took a company that handles the outsourcing of an increasingly important service to tell this community-centric story.

The notion that grocery stores are at the center of a critical ecosystem is not a new one, but retailers often don't do a very good job of weaving this tale.  They assume that people know and/or understand, which isn't always the case.

Tell the story.  And then tell it again and again and again.