Dash returns as DoorDash and Airpoints take flight in new brand campaign via FEDERATION

November 25 2025, 7:10 pm | BY Ricki Green | No Comments

CB Exclusive – When it comes to on-demand restaurant and grocery deliveries, it doesn’t get much bigger than a mouthwatering side of Airpoints Dollars™. To launch their category-breaking new partnership with Airpoints™, DOORDASH via FEDERATION has tapped into their brand platform using the iconic lycra-clad super hero, Dash.

 

The new campaign shows Dash transporting a laid-back Kiwi customer ordering pizza on his couch to a raft of global destinations – New York, Hawaii, you-name-it. All courtesy of DoorDash and Airpoints Dollars™.

Says Brad Collett, Chief Creative Officer of FEDERATION, “Airpoints Dollars™ are another major innovation from DoorDash. When that Hawaiian pizza can also take you to Hawaii, it’s a very pointy offering – obvious pun intended.  Travel has a way of capturing the imagination, and we wanted to lean into that.”

The launch of the Airpoints Dollars™ partnership is another bold, market-leading move by mega-Challenger DoorDash. Airpoints™ is New Zealand’s largest loyalty programme with over 4.8 million members, delivering DoorDash customers a whole lot more value with their lunch, dinner or groceries – one Airpoints Dollars™ for every $60 spent.

Says Rhian Bedford-Palmer, DoorDash Marketing Manager, “The Airpoints Dollars™ partnership is an absolute game-changer in the on-demand delivery category. We are loving the incredible flex of our brand platform character Dash, who makes it super-easy for Kiwis to see how dinner or milk delivery can take you somewhere extraordinary. Dash is no longer just the hero of your daily food crises, he’s delivering DoorDash customers amazing travel opportunities too.”

The fully integrated campaign will roll out across TV, BVOD, OOH, radio, print, social, digital.

Dash returns as DoorDash and Airpoints take flight in new brand campaign via FEDERATION Dash returns as DoorDash and Airpoints take flight in new brand campaign via FEDERATION Dash returns as DoorDash and Airpoints take flight in new brand campaign via FEDERATION

Client: DoorDash
Marketing Manager: Rhian Bedford-Palmer
Agency: FEDERATION
Social and events: Bastion Shine
Production company: Supernormal
Directors: THUNDERLIPS
Photographer – Reagen Butler
Online – Perceptual Engineering
Music & Sound Production: Liquid Studios & Franklin Rd

 

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