DoorDash will not run a Super Bowl ad this year.
The food-delivery app has been a staple in recent Super Bowl games, advertising four times during the national broadcast.
Last year, the delivery app promoted its membership program with a spot starring comedian Nate Bargatze. The ad was created by Wieden + Kennedy Portland and DoorDash’s in-house agency, Superette.
It was markedly different from DoorDash’s 2024 campaign, which ambitiously attempted to give away products from every brand that advertised during the game. The ad scored the ad industry’s prestigious Cannes Lions Titanium Grand Prix award, and a man in Texas won the $500,000 giveaway.
DoorDash’s decision to not run an ad this year is based on where the brand sees engagement with TV viewers, Gina Igwe, DoorDash’s vice president and head of consumer marketing, told ADWEEK in a statement. Instead of running a TV ad, the company will run a social campaign around the game.
“We assess our Super Bowl strategy every year based on where culture is moving and how people are actually engaging,” Igwe said. “A 30-second spot can be powerful, but it’s just one part of a much bigger ecosystem.”
She continued: “This year, we’re choosing to focus on showing up where the conversation is happening in real time—on the second screen—meeting fans in the moments they’re already participating. Social is where conversation unfolds during the game, and we’re excited to engage there, with much more to come closer to kickoff.”
DoorDash sits in a competitive category of Super Bowl advertisers. Two of its biggest competitors, UberEats and Instacart, plan to run Super Bowl ads this year, ADWEEK previously reported.
