DoorDash Attracts Gig Workers by Showing All the Doors They Can Dash to

Who says direct-response work can't look and feel like brand-level work? That's the approach Quality Meats took when Doordash came to them for help with a direct-response campaign to attract more Dashers.

The problem? As the number one food delivery platform, Doordash didn't have enough drivers to keep up with all its demand, and needed a hard-hitting message to motivate potential gig-workers to become Dashers pretty much immediately. Which meant they needed work produced on a tight timeline. Producing the work in-house, Quality Meats took it from concept to delivery in six weeks.

"Quality Meats elevated a very functional message of 'earn money fast delivering with Doordash' into a bigger brand statement on how open doors are opportunities in life," said Julio D'Alfonso, Doordash creative director. "But with a charm and relatability that's authentically Doordash. Which is motivating for a gig worker - it's why they're gigging in the first place."

So far the results agree, as the “Dasher” effort is now the highest-scoring driver recruitment initiative ever tested at DoorDash to date (according to Google’s ABCD Adherence Evaluation). The spot is now being adapted to air in international markets.