Taiwan is a small island that consists of people who long to be seen by the world. Whenever a “Pride of Taiwan” takes up the international stage, such as an athlete who gets into the world’s finals, they always become the pride of Taiwan.

Uber Eats noticed that Taiwanese delicacies are a significant part of their daily lives. Everyone has their own opinion and preferences when it comes to local dishes, they even argue and take sides for what, where, and how to eat - all just to support the no. 1 local food in their heart. As a foreign brand, Uber Eats wants to draw itself closer to the Taiwanese community, so the brand decided to shed light on Taiwan’s food culture, showcasing the “Pride of Taiwan” to the world.

Uber Eats decided to take Taiwnanese delicacies to the world, turning them into the “Pride of Taiwan.” Uber Eats chose 10 of the most ordered Taiwan delicacies, set up a voting site, and invited all Taiwanese to cast their vote. The no. 1 voted local dish would be shown to the world, representing Taiwan. Then, Uber Eats utilized a variety of media channels to canvas votes for each delicacy, even the delicacies drummed up votes for themselves on social media! “Who’s going to be the Pride of Taiwan?” quickly became a heated topic amongst the Taiwanese population.

“Food” is an important part of Taiwanese culture. “Have you eaten? (Jiă bà buāi)” is the equivalent of “how are you?” for Taiwanese people. Taiwanese food essentially represents the pride of Taiwan. Taiwanese cuisines on the brand’s App excel in both the number of selections and popularity — from the world-famous bubble tea with different combinations to the must-have delicate 18-fold Xiao Long Bao. We rolled out a consumer activation campaign that incorporates press events, digital placements, social media, news releases, and OOH placements, inviting all Taiwanese to vote the No. 1 most culturally representative food from the top 10 most ordered foods in order to put Taiwanese pride on the map. As Taiwan is reopening its borders for international travelers after two years of pandemic restrictions, the brand’s initiative also helps bring spotlight on the pride of Taiwan and reboot local restaurant businesses.

The campaign launched with a large-scale press event, announcing the first-ever initiative to showcase Taiwan delicacies - the Taiwanese pride - on the world stage. Uber Eats and social influencers cast the first votes at the press conference to officially kick off the voting period. During the 3-week long “Vote for No. 1 Taiwanese Food,” social content collaboration with influencers including well-loved Pride of Taiwan icons and YouTubers from different fields have created a social buzz. We sparked discussions on social media with people sharing their voting results, arguing which delicacy should be no. 1, and discussing what the “right” way to eat the delicacies is; even the foods posted videos of themselves drumming up votes from everyone. The campaign ended on a high note by announcing the No.1 Pride of Taiwan - bubble milk tea - was to be placed on the most iconic New York Times Square billboard.

- The campaign achieved in total, 258 earned clippings. The kick-off news release with a successful press event generated 138 coverage and 9 earned social reprints in the first week of the campaign. In the end, the brand showcased the No. 1 Taiwanese food on the New York Times Square billboard. With the brand's CEO’s tweet and iconic NYTS images, the NYTS single release generated 65+ earned online media coverage, a TV news report, and 8 social media reprints. Ultimately, the campaign created PR value of 53.5M.

- Putting the most voted delicacy on NYTS grabbed political parties’ attention and created extra positive exposure on tier-1 media after the campaign period. One of the biggest Taiwanese political parties sent 100 cups of Bubble Tea to the U.S. House Speaker Pelosi’s delegation as a welcoming gift, while quoting the brand’s voting campaign and mentioned it was the first time Taiwanese bubble tea lit up Times Square. Additionally, despite the participation barrier of having to Facebook log-in before casting votes, we managed to receive a 3.1% participation rate from the entire island.

- Within a month, there had been an increase of 27% orders driven by the highlight of Taiwanese local food selection in the campaign. The mentions of the brand along with local delicacies grew 8% while the mentions of the brand along with online food delivery related terms increased 24.6% more than the competitor’s. Uber Eats successfully brought the brand into the hearts of Taiwanese through the voting event.