Dive Brief:
- DoorDash recently launched a multichannel campaign that is timed to Mother’s Day on May 10, according to a press release.
- The effort includes “Real Moms of the Group Chat” content that parodies reality TV tropes and an ad spot, “Memes,” that animates popular memes such as the “This Is Fine” dog and Confused Math Lady.
- The campaign includes special offers with Ulta Beauty, Sally Beauty, JD Sports and Old Navy and is rolling out nationwide across DoorDash’s channels on Instagram, TikTok and YouTube Shorts.
Dive Insight:
DoorDash is celebrating Mother’s Day by foregrounding moms’ group chats, which the brand says represent a sense of community between moms who serve as mentors and friends for each other.
That is the insight that drives “The Real Moms of the Group Chat,” video content created in partnership with Loop and Get Engaged Media. A video parodies classic reality TV openings by introducing a cast of reality TV stars and influencers that includes Stassi Schroeder of “Vanderpump Rules,” Bozoma Saint John of “The Real Housewives of Beverly Hills,” influencer and comedian Shannon Ford Middleton and Miranda Hope of “The Secret Lives of Mormon Wives.” The cast will also feature in a content series that trades glam for personal stories.
Separately, DoorDash is bringing memes to life in a spot created in partnership with Gut Los Angeles. The spot follows a mom and her group chat, where iconic digital artifacts come to life and give each other the things they need most — the same way the moms can use DoorDash to gift each other this year. Along with brand discounts, the effort includes a DoorDash Reservations perk that can be used on a flower purchase.
“Moms are mentors and magicians - generous with wisdom and always sharing tips, tricks and life hacks with their communities,” said Gina Igwe, vice president and head of brand and consumer marketing at DoorDash, in the press release. “Whether it's ordering their favorite sweet treat, spa day essentials or a beautiful bouquet of flowers for mom, DoorDash makes celebrating Mother's Day as effortless as sharing a meme.”
DoorDash is not the only brand that has tapped into pop cultural interest around memes and reality TV. Mars’ collective brand OEFY, which includes Orbit, Extra, Freedent and Yida gums, in March launched a global campaign that included appearances by popular internet memes. Brands including McDonald’s and State Farm have turned reality TV tropes into campaigns and content.
DoorDash in Q4 2025 saw orders increase 32% year-over-over and revenue increase 38% year-over year. The company will announce Q1 2026 earnings after markets close on May 6.
