DoorDash Introduces ‘DoorDad’ to Give Mums a Real Break This Mother's Day

DoorDash today launched a Mother’s Day campaign, 'DoorDad' featuring beloved actress and mother of two, Brenda Song, created in collaboration with Superette and GUT Los Angeles. To celebrate Mother’s Day, DoorDash is stepping into the role of DoorDad, to give mums a 'Mother’s Day Off.'

Even in equitable parenting households, mums are often the 'default parent.' In fact, a 2023 Syracuse University study found that schools call mums first, even when Dads are listed equally on forms. The constant asks of mum add up – with many reporting they even plan their own Mother’s Day celebrations. This Mother’s Day, we didn’t just want to celebrate mums with flowers. We also wanted to give mums a real break. Enter DoorDad: the ultimate 24/7 life assistant and partner to take on everyday tasks mums usually handle to give mums the break they deserve this Mother’s Day.

To step in and handle the everyday questions mums are constantly asked like, 'What’s for dinner?,' we’ve reimagined DoorDash as 'DoorDad' to help give mums what they actually want: a break. And this year, 'DoorDad' is making it easier than ever to give mum time back. From May 9-11, when you order a bouquet through DoorDash, you’ll automatically unlock up to $50 in credit, or up to $75 if you’re a DashPass member, towards select time-saving gifts. From a meal she doesn’t have to cook, to relaxing self-care essentials and more, this Mother’s Day, deliver more than just flowers with 'DoorDad.'

“We know first hand that what moms want most on Mother’s Day isn’t just a gift, it’s a real break,” said Eli Vélez, DoorDash managing director for partner agencies and Superette. “As a mom myself, I know how much mental juggling happens behind the scenes and how meaningful it can feel to be truly seen. With DoorDad, we wanted to help give families an easy, joyful way to show up for moms and take some of that everyday load off her plate.”

To help bring this campaign to life, we partnered with Brenda Song, who knows first hand just how much mums carry. In the playful campaign spot, Brenda spotlights the mental workload mums carry in their family, featuring relatable moments mums know all too well: a kid yelling outside the bathroom door, an adult child asking mum what they will do for Mother’s Day - complete with a chorus of nonstop “MOOOMMMM!”s. Enter: DoorDad.

“Now that I have two kids, I know first hand that decision-making fatigue is real and that moms should not be taking on more mental load on Mother’s Day of all days,” said actress Brenda Song. “Working with DoorDash to encourage everyone to lean on ‘DoorDad’ on Mother’s Day hit on exactly what I want this Mother’s Day, which is simply a beautiful bouquet of flowers and to sit back and relax.”

“As a dad, this campaign really hit home. It made me think about all the invisible things moms do, and how easy it is to let that go unnoticed,” said Bruno Acanfora, chief creative officer, GUT Los Angeles. “With DoorDad, we wanted to bring humour and heart to the ‘default parent’ truth and give Dad a little nudge to step up. Because when moms get a break, everyone wins.”

The campaign will run from 5/1 to 5/11 through National CTV, OLV, social, display, influencer channels, and podcasts.