Brand like you mean it / In a crowded delivery market where price and speed are near identical, brand salience becomes the real advantage. That’s what makes The Bags campaign smart: it’s not just a fun ad, it’s the start of a long-term asset designed to make DoorDash instantly recognisable.
Madison Westall, head of brand, DoorDash ANZ, said in a statement, ‘This campaign is both a launch party and a love letter to the next chapter of DoorDash Australia. We’re no longer just a food delivery app: we’re here to change how Aussies think about getting everyday things done. This new platform is intentionally branded wall-to-wall, and built to drive distinction, differentiation – and a few laughs. We’ve outgrown dinner – this is about showing up for our customers by broadening what they can access on-demand, and giving them time back for what matters.’
By giving the bags a clear tone, visual identity and recurring role, DoorDash is building memory structures that make the brand easier to recall – a crucial edge when the service itself isn’t unique. With the flexibility to speak to different delivery categories, The Bags give DoorDash a consistent creative device that can grow with the business.
Mascots that deliver / Mascots aren’t just creative garnish – they’re proven to drive attention, distinctiveness and emotional response. A 2020 Ipsos study shows fluent devices outperform ads without them on both short- and long-term effectiveness. Just look at the cultural traction of Duolingo’s owl, which has become part of the brand’s mental real estate. For DoorDash, these bags aren’t just puppets – they’re a way to make utility feel entertaining and keep the brand front of mind across an expanding range of services.
And it’s not just the idea – it’s the execution. The handmade, character-driven approach brings personality and craft to every spot, showing that charm and consistency can build brand fame just as effectively as celebrity power. Compared with Uber Eats’ star-led campaigns, The Bags offer a distinct alternative – one that leans on craft and character to stand out and stick in people’s minds
