MOCK CAMPAIGN: DE LA FINCA A SU PUERTA

 The Background

Hurricane Maria not only devastated Puerto Rico, but it brought to the forefront the issue that the island relied heavily on the mainland for sustenance. 90% of Puerto Rico’s food comes from the United States.

The Problem

My grandmother, Tita, who doesn’t drive and lives far from major grocery stores, depends heavily on grocery delivery services. She’s often frustrated by the constant reliance on imported produce. After Hurricane Maria, local farmers began cultivating more fresh, local produce, but they lacked the resources to distribute it widely.

the ask

DoorDash wants to bridge the gap between local farmers and consumers by launching a campaign to announce a new feature on their app. Storefronts for local farms to sell their fresh fruits and vegetables. They’re looking for a vibrant digital ad campaign for social media that emphasizes the freshness, quality, and convenience of local produce delivered straight to your door.

the audit

Grocery to Produce: local farmers advocated for this change in the icon to better fit their offerings. This shift is now reflected in the updated UI, making it easier for users to identify and shop for fresh, local produce.

THE IDEA

“DE LA FINCA A SU PUERTA” (From the Farm to Your Door) . DoorDash now delivers fresh, locally grown produce from Puerto Rico’s farms straight to your doorstep—because while your Dasher won’t set the table, they’ll bring everything you need for it. The campaign celebrates the freshness and pride of produce “Hecho en Puerto Rico”, featuring vibrant imagery of the island’s agricultural diversity.

THE STRATEGY

Social Media Ads:

Using the above digital works, DoorDash can run targeted paid ads on Instagram and Facebook to reach custom audiences:

• Demographics: Individuals aged 18+ in Puerto Rico.

• Target Audience: Non-DoorDash users with interests in local farming, food sovereignty, and sustainable practices.

• Use visuals and messaging that highlight local farms, fresh produce, and community support.

Push Notifications:

Send timely and engaging push notifications to DoorDash users’ devices:

• Announce the addition of local produce options on the app.

• Use personalized messages that align with the brand’s communication style, like: “Lleva el sabor de Puerto Rico a tu cocina. Ahora disponible en DoorDash” — Bring the taste of Puerto Rico to your kitchen. Now available on DoorDash.

• Accompany the message with vibrant visuals of fresh, locally sourced produce to capture attention and encourage clicks.

In-App User Interface Updates:

• Introduce a dedicated “Local Produce” section within the app for easy navigation.

• Launch a short tutorial video demonstrating how to access and order local produce.

• Add visuals highlighting the farms DoorDash collaborates with. The logos of 3 local Puerto Rican farms are featured on the app—

  Finca Don Manuel, Finca Pastoreo, and Frutos de Guacabo

Influencer Partnerships:

Collaborate with Puerto Rican influencers who create cooking content:

• Suggested influencers: @cookingconomni, @chefedgardonoel, @blackricanvegan, @boriliciouss, and @beatrizcookinnvibez.

• Content Ideas:

  • Influencers on the island: Showcase traditional recipes featuring local produce, with the hashtag #DoordashPartner.

  • Influencers on the mainland: Create content about reconnecting with Puerto Rican roots, showcasing local produce features, or surprising family with fresh farm deliveries during visits to the island.

Email Marketing:

Send personalized email campaigns to existing and potential customers:

• Announce the availability of local produce in their area.

• Highlight DoorDash’s commitment to:

  • Supporting Puerto Rican farmers and food sovereignty.

  • Promoting decolonization and agricultural diversity.

• Include customer testimonials, farmer stories, and exclusive promo codes to incentivize orders.