DoorDash
Promoting DoorDash grocery delivery to 2.6 million cucumber lovers

“Sometimes you just need to eat an entire cucumber” was a phrase heard ‘round the web in 2024, all thanks to Logan Moffitt.
Logan, a content creator popular on TikTok on Instagram, showed his audience several creative ways to eat whole cucumbers, and the world ate it up.
A perfect opportunity to promote DoorDash’s grocery delivery services
Most consumers think of DoorDash as a food delivery service, but DoorDash wanted to highlight its extended offerings, especially grocery delivery. By partnering with Logan, we were able to seamlessly tie DoorDash’s business priority into a trending social moment.
Using a commonly requested recipe from the comments, a Cucumber Caesar Salad, Logan followed his typical content style and setup but included that all grocery items had been ordered through DoorDash. By mentioning DoorDash in an off-the-cuff way, his mention complemented rather than distracted from the format his audience loves.
A resulting cucumber shortage
DoorDash’s sponsored video saw 2.6 million impressions and 105,000 engagements (likes, comments, etc). The frenzy also resulted in a cucumber shortage in August 2024, proving that users weren’t just watching– but purchasing cucumbers so they could participate in the trend.
105K
Engagements
2.6M
Impressions