Sep 9, 2021 Consumer

DoorDash Announces First-Ever DashPass Creative Campaign

Today, DoorDash announced its first-ever dedicated DashPass creative campaign titled “DashPass Pup” that cements DashPass as the must-have, all-access pass to the best of your neighborhood. The :30 TV spot, which will air on TV starting 9/10, demonstrates the true value of DashPass membership and the wide breadth of items you can order with unlimited $0 delivery fees through DashPass, including grocery, convenience, pet, and alcohol items. 

“From food and flowers to convenience and concerts DashPass is the best way to unlock access to all of the richness of your neighborhood and with our first-ever dedicated DashPass creative campaign we wanted to convey that with a DashPass membership you’re free to get as much as you want–because you can. Regardless of if it’s pampering your pets, stocking your home for your family, or simply treating yourself, you can have it all,” said David Bornoff, DoorDash’s Head of Brand Marketing. “We knew we wanted to extend the campaign into real-world benefits for our members so we brought the membership experience to life beyond the creative by launching a DashPass-exclusive of Busch Dog Brew, a first of many exclusive experiences to come designed uniquely for DashPass members.”

Inspired by the amount of time people were spending with their pets while working from home, and now for some a start to return to the office, the spot takes us on a journey of missing our furry friends. The experiences powered by DashPass featured in the creative highlight how a dog owner and his pup stay connected through multiple same-day deliveries on DoorDash thanks to DashPass’ $0 delivery fees. In the ad, we first see the dog receiving a doggy-door delivery of fast-food-themed dog toys. Then, peanut butter. And lastly, the dog is surprised as its owner returns home with a pick-up order of Busch Dog Brew, as well as a six-pack of beer for himself. The creative will show up in TV, online video, digital, and social. 

Featured in the :30 TV spot is Busch Beer’s Busch Dog Brew, an alcohol-free all-natural broth that serves as the company’s first beverage intended for animals. To celebrate the DashPass Pup campaign, DashPass members will exclusively get BOGO Dog Brew starting on 9/13 for a limited time from 13 DashMarts across the nation. This is the first time Busch Dog Brew will be available direct to consumers for same-day delivery, exclusively for DashPass members.

To get your free pack of Dog Brew, add two Dog Brews to your cart and use promo code ‘DOGBREW’ at participating DashMart locations to get one free, starting 9/13 & while supplies last. Participating DashMart locations include Phoenix, Chicago, Dallas, Minneapolis, Denver, Baltimore, East Bay, San Diego, Sacramento, Columbus, Philadelphia, Nashville, and Seattle. Sign up for DashPass, DoorDash’s membership program, today here. The first 30 days are free and after that, it’s only $9.99 per month to get access to the best of your neighborhood!