A new campaign from delivery service DoorDash aims to give frazzled Canadians some license to take some tasks off their to-do lists.

Called “Get More From Your Neighbourhood,” the campaign positions DoorDash as the go-to delivery service for people who are a bit too busy to run all of their errands and get all of their other tasks done, while showcasing the wide array of products they can have delivered via the service.

The message: ordinarily people don’t and shouldn’t have to be superheroes to get everything they need done in a day.

“We looked at occasions where the pressure is on, where time somehow feels like it’s slipping away, and you just need a helping hand,” explains Meghan Kraemer, co-founder and ECD at Hard Work Club, which developed the TV and digital aspects of the campaign.” The pressure you feel when company is coming over and you’re racing the clock, to the exhaustion and everyday hurdles of being a new parent, and to wanting to do everything you can to make your kid smile and give them comfort.”

DoorDash began a marketing focus on helping people de-stress last year, a shift away from previous efforts that showed how it could connect people with local favourite restaurants in their own communities.

“Though this could’ve been a more functional brief showing everything DoorDash can deliver, we leaned into the insight of giving yourself permission to deliver anything you might need,” Kraemer says.

“We’re helping people look to delivery with DoorDash as a way to get a little help with the day-to-day challenges and get some time back,” adds Carly Steinberg, head of marketing at DoorDash Canada. “Focusing on the consumer and helping them to see themselves in the work allows us to be more relatable as their go-to delivery platform.”

The campaign is anchored by a 30-second hero spot, “Company’s Coming,” with three additional 15-second ads supporting it. Guerilla OOH developed by partner agency No Fixed Address (NFA) is also deployed in high-traffic areas in Vancouver and Toronto and showcasing the broad array of products the service can deliver through placements alongside partner companies’ billboards – such as Shoppers, Sephora, Wendy’s and 7-Eleven – suggesting busy consumers can “Dash That.”

“We wanted our guerilla OOH to highlight the different categories of goods you can now dash from your neighborhood and present them in a way that positions them to be top of mind for consumers,” explains Alexis Bronstorph, CCO of NFA. “The mix and matching of different products featured in our OOH visuals supported by the ‘Dash This, Dash That’ copy should draw curiosity from consumers.”

Wavemaker handled media and Ruckus Digital is handling influencer and social for the campaign, which will be in market through 2023.