DoorDash Is Warming Hearts This Mother’s Day with Flowers and Emotional Reunions

When asked what they want for Mother’s Day, most mums will say “your presence is enough”. But not everyone can be with their mum in person, and across social media, zillennials share a bittersweet feeling of missing their mums now that they’ve grown up and moved away. So this year, DoorDash is helping everyone share quality time on Mother’s Day, whether they’re showing up on her doorstep – flowers in hand – or showing appreciation from afar.

Created with digital agency DEPT®, the campaign offers ways in which a fresh flower delivery can get you closer to mum, figuratively and literally. In it, flowers are not only a thoughtful and convenient way to show appreciation for mum, but also a vehicle for quality time.

To kick things off in epic style, DoorDash is orchestrating emotional reunions of people who, due to various circumstances, have been separated from their mothers, by helping facilitate delivery of both flowers and loved ones to doorsteps. Four real people were chosen, based on the depth of their relationships, and the emotional resonance of their stories. Spoiler alert: these reunions will make you smile.

There’s also nothing that mums enjoy more than a long, heartfelt conversation with their children. So DoorDash gave families just that. In a new content series, creators Allison Kuch and The Basement Yard interviewed the mums in their lives and asked everything from deep to awkward questions, allowing them both time to discover more about each other. To extend the interview dynamic to consumers, DoorDash created an AR lens that allows people to connect to the mums in their lives. Whether in person or in separate locations, the lens will prompt you to ask your mum the same questions, getting to know her on a deeper level.

“At DoorDash, we’re always looking for unique ways to help our customers build meaningful connections with their loved ones during the moments that matter. Whether that’s helping you find the perfect bouquet to show mum you’re thinking of her or creating engaging ways to get to know her better, we know mums are a gift that should be celebrated,” said Mariota Essery, executive creative director at DoorDash. “As a mum of nine-year-old twins, although they haven’t grown up and left home quite yet, what I love about this campaign is the universal truth that for most mums, nothing beats how special it is to just spend quality time with your kids.”

“We built the campaign from social trends, but the ideas quickly became bigger than social. We knew we had to make a real-life impact on mums, not only giving them flowers but also thanking them for everything they do,” said Natalie Kunstadter, VP of creative at DEPT®. “And it’s been so rewarding — this is the first campaign I’ve worked on since coming back from maternity leave, and I feel so lucky to have gotten a glimpse at the relationships these grown-up kids have with their mums and the mums in their lives.”

The campaign will run until May 12th on DoorDash’s owned channels and paid social.