Uber Eats was known in Australia for food delivery. However, the business was expanding with an ambition of eventually delivering anything people wanted (groceries, alcohol and more).

With a fundamental strategic pivot, a new creative platform was launched -‘Get Almost Almost Anything’, repositioning Uber Eats whilst retaining the brand assets, tone and entertainment that successfully built the brand.

Our brief was twofold:

1. Continue repositioning the brand from food delivery to anything delivery.

2. Develop a new creative construct to better showcase the full range of products available.

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 Romantic at first, the tryst soon takes a turn as his outdated views and lifestyle clash with hers.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.