Core Overview

  • DoorDash recently launched a multi-channel marketing campaign timed to coincide with Mother's Day on May 10,according to a press release。
  • The campaign includes a series of content spoofing reality TV tropes called "Real Moms in the Group Chat," as well as an ad titled "Memes" that brings popular memes like the "This Is Fine" dog and Confused Math Lady to life.
  • The campaign partners with Ulta Beauty, Sally Beauty, JD Sports, and Old Navy to offer exclusive deals, and has rolled out nationwide through DoorDash's owned channels on Instagram, TikTok, and YouTube Shorts.

Deep Dive

DoorDash is celebrating Mother's Day with "Mom's Group Chat" as its emotional anchor. The brand believes that group chats carry the community bond where moms serve as each other's mentors and close friends, and this sense of companionship is the core insight behind the creative.

Based on this insight, DoorDash teamed up with Loop and Get Engaged Media to create the "Real Moms in the Group Chat" video content. One short film opens by parodying classic reality show formats, introducing a "cast" of reality TV stars and influencers, including Stassi Schroeder from Vanderpump Rules, Bozoma Saint John from The Real Housewives of Beverly Hills, comedy influencer Shannon Ford Middleton, and Miranda Hope from The Secret Lives of Mormon Wives. This lineup will also appear throughout the series, replacing flashy packaging with authentic personal stories.

Another creative line focuses on "memes." DoorDash partnered with Gut Los Angeles to produce an ad that brings classic internet memes to life. In the spot, a mom and her group chat members discover that those iconic digital culture symbols come alive, passing each other exactly what they need most—just as moms can gift each other through DoorDash this year. In addition to brand discounts, the campaign also includes a DoorDash Reservations perk that can be used to purchase flowers.

"Moms are mentors and magicians—they generously share wisdom and always pass along tips, tricks, and life hacks to their communities," said Gina Igwe, DoorDash's Vice President of Brand and Consumer Marketing, in the press release. "Whether it's ordering mom her favorite dessert, a spa day essential, or a beautiful bouquet, DoorDash makes celebrating Mother's Day as easy as sharing a meme."

DoorDash isn't the only brand capitalizing on internet memes and reality TV culture trends. Mars' umbrella brand OEFY (which includes Orbit, Extra, Freedent, and Yida gum) launched a global campaign in March that featuresappearances by popular internet memes. Additionally,McDonald'sandState Farmare among brands that have also turned reality TV tropes into ad campaigns and content.

On the financial side, DoorDash saworder volume grow 32% year-over-year and revenue grow 38% year-over-year in Q4 2025. The company plans to report its Q1 2026 earnings after the U.S. market close on May 6.