DoorDash has launched a new brand platform in Australia, marking its biggest local marketing campaign to date and the first major creative output since appointing DDB Sydney.
The campaign introduces a quirky cast of animatronic delivery bags, each with distinct personalities, designed to reflect the diversity of DoorDash’s growing customer base. The brand’s refreshed creative aims to reposition the platform as more than just a food delivery service, in line with its global positioning, *Your Door to More*.
“This campaign is both a launch party and a love letter to the next chapter of DoorDash Australia,” said Madison Westall, Head of Brand, DoorDash ANZ. “This campaign is both a launch party and a love letter to the next chapter of DoorDash Australia. We’re no longer just a food delivery app: we’re here to change how Aussies think about getting everyday things done. This new platform is intentionally branded wall-to-wall, and built to drive distinction, differentiation – and a few laughs. We’ve outgrown dinner – this is about showing up for our customers by broadening what they can access on-demand, and giving them time back for what matters.”
Madison Westall
Led by 2025 Cannes Grand Prix winner Jeff Low, the campaign spans 13 short films featuring puppet-crafted bags with expressive ‘eyes’ chatting about their delivery contents, from KFC to household essentials. The characters were created using in-camera puppetry rather than CGI, a deliberate choice to bring charm and a “rough around the edges” realism to the campaign.
“We brought the bags to life through in-camera puppetry rather than animation because, like us, they’re imperfect, and a little rough around the edges,” said Samuel Raftl, Creative Director, DDB Sydney. “We think it’s their limited, bag-shaped view of the world that makes them endearing…and their mindless small talk so oddly fascinating.”
The campaign will roll out across film, out-of-home, digital, audio, and social, supporting DoorDash’s broader ambition to position itself as a platform for groceries, convenience, and retail delivery.
Matt Chandler, Chief Creative Officer, DDB Sydney, described the new platform as “the beginning of what will be a long-term platform with a cast of characters we think Australia will fall in love with—even though they’re, you know… delivery bags.”
“It has been a serious pleasure crafting this work, right down to agonising over the – surely right – decision to choose a steel drum cover band’s rendition of 50 Cent’s P.I.M.P.,” said Tom Lawrence, Creative Director, DDB Sydney. Mediaweek remains curious on who Lawrence is subtweeting with that impassioned comment.
Creative credits include production by Revolver x Biscuit Filmworks, puppetry by MEG, music supervision from Level Two Music, and branding by Sickdogwolfman.
The work also reflects a growing category shift, as more retailers partner with DoorDash to enter the on-demand delivery space exclusively for the first time.