DoorDash delivers more than flowers this Mother’s Day with ‘doordad’ initiative

This year, just in time for Mother’s Day, DoorDash is giving moms the day off and stepping up by becoming “DoorDad” to help give moms what they actually want: a break.

Inspired by the insight that moms are often still the default parent of the household for nearly everything, this new DoorDash campaign is designed to celebrate mothers by spotlighting the invisible mental load moms carry - both mentally and physically.

That’s why, this Mother’s Day, DoorDash is flipping the script with beloved actress and mom of two, Brenda Song, who knows firsthand just how much moms carry, and encourages everyone to stop asking mom, and instead enlist “DoorDad.”

Brenda Song, actress: “Now that I have two kids, I know firsthand that decision-making fatigue is real and that moms should not be taking on more mental load on Mother’s Day of all days. 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.”

81% of Gen Z and young Millennials (18-34) say they reach out to mom daily or multiple times a week for help or advice, including:

74% say they go to mom first for medical questions, compared to just 14% who said dad

77% turn to mom for cooking tips, while only 15% call dad first

68% say they’ve called mom to find something they lost, compared to 21% who’d go to dad

75% rely on mom for emotional support, while only 14% said dad**

This year, “DoorDad” is making it easier than ever to give Mom time back and handle the everyday questions moms are constantly asked like, “what’s for dinner?”.

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 delicious meal she doesn’t have to cook, to relaxing self-care essentials and more, get more than just flowers this Mother’s Day delivered with “DoorDad.”

Eli Vélez, Managing Director for Partner Agencies and Superette, DoorDash: “We know firsthand that what Moms want most on Mother’s Day isn’t just a gift, it’s a real break. 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.”

Bruno Acanfora, Chief Creative Officer, GUT Los Angeles: “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. With DoorDad, we wanted to bring humor 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.

www.doordash.com

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