Uber Eats is a leading online food delivery platform in Australia, having driven strong growth for the past five years via the iconic “Tonight, I’ll be eating…” campaign. However the business is expanding to a much broader delivery offering - with the ambition to eventually deliver people anything they want (groceries, alcohol and much more).

This necessitated a fundamental strategic pivot, and in 2021 a new creative platform was launched - ‘Get Almost Almost Anything’, repositioning Uber Eats whilst retaining the distinctive assets, tone-of-voice and entertaining tonality that had so successfully built the original brand.

After a successful launch, our 2022 brief was: to continue repositioning the brand from food delivery to the delivery of anything.

Objective

+5 ppt uplift in awareness of grocery and alcohol delivery.

(average awareness lift for digital channels)

Nicola Coughlan, an actor renowned for starring roles in period romances, orders a “Period Romance” on the Uber Eats app only to have a dapper gent from yesteryear arrive on her doorstep. Romantic at first, the tryst soon takes a turn as his outdated views and lifestyle clash with hers. It’s not long before all the misogyny and chamber pots take their toll on Nicola and we end with “Period Romance NO, Period Relief YES.” making the point that while with Uber Eats you can “Get almost almost anything”, maybe there’s a good reason we don’t actually deliver absolutely everything.

Achievement against primary objective:

+12ppt uplift in awareness of grocery and alcohol delivery (over 2x the target).

Additional communications results:

10.1 million organic views.

PR coverage 603 brand mentions in earned media - including television, radio, print and digital coverage