DoorDash Launched the 'All-American Thanksgiving' Campaign
Grace Mahas — November 27, 2019 — Marketing
References: thedrum
With the holidays around the corner, the on-demand food delivery platform, DoorDash, recently debuted the All-American Thanksgiving campaign. The commercial has a contemporary and pop culture vibe and takes a dive into chef Eddie Huang's festive traditions. It begins by telling how, as a child, Eddie was excited to introduce his family to a meal he learned from schoolmates and became the primary cook for the rest of their Thanksgiving meals.
The All-American Thanksgiving ad continues with Eddie and his community members discussing their relationship with the holiday as immigrants and they are able to blend their own traditions with "traditional" Thanksgiving. The aim of the campaign is to empower viewers to think differently about what's in their festive feast and "how our tables actually reflect the people who make up America today."
The All-American Thanksgiving ad continues with Eddie and his community members discussing their relationship with the holiday as immigrants and they are able to blend their own traditions with "traditional" Thanksgiving. The aim of the campaign is to empower viewers to think differently about what's in their festive feast and "how our tables actually reflect the people who make up America today."
Trend Themes
1. Contemporary Thanksgiving Campaigns - Disruptive innovation opportunity: Companies can create modern and relatable Thanksgiving campaigns that resonate with diverse audiences.
2. Blending Cultural Traditions - Disruptive innovation opportunity: Brands can explore ways to celebrate cultural diversity by showcasing how different traditions can be incorporated into mainstream holidays like Thanksgiving.
3. Empowering Narrative Advertising - Disruptive innovation opportunity: Advertisers can leverage storytelling techniques to empower viewers and challenge traditional perspectives on holiday celebrations.
Industry Implications
1. Food Delivery Services - Disruptive innovation opportunity: Food delivery platforms can use festive campaigns to attract new customers and promote their convenient services during the holiday season.
2. Advertising and Marketing - Disruptive innovation opportunity: Ad agencies can embrace inclusivity and diversity by creating impactful campaigns that challenge societal norms and celebrate cultural heritage.
3. Culinary and Food Industry - Disruptive innovation opportunity: Chefs and food brands can tap into cultural influences and promote unique, multicultural recipes and ingredients for Thanksgiving and other holidays.
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