Situation: Recognizing that mom-and-pop restaurants had been devastated by the year-long lockdown, Uber Eats super-sized an assistance program by putting aside $20 million for a restaurant-relief program and creating a website to locate affiliated restaurants.

Brief: To continue to build recognition and cultural momentum created by the “Wayne’s World” Eat Local broadcast, OOH and digital campaign through a searchable website where each and every Uber Eats local affiliate is promoted, put out the word about the relief program and encourage people to support their neighborhood restaurants.

Objectives: To use social media, video-sharing and a website to reach as many adults across the United States and get them to “Eat Local.” To leverage the brand impact generated on broadcast and local TV ads through paid social, streaming audio and digital partnerships and online video on YouTube.

Uber Eats leveraged the great appeal of the “Wayne’s World” stars, Mike Myers and Dana Carvey, in their roles as local-access TV heroes Wayne and Garth, to encourage customers to “Eat Local.”

The 2.5 hour film is an extension of the Super Bowl campaign and makes good on Uber Eats' pledge to support local restaurants and is a call-out to the 89,151 local Uber Eats affiliates.

Behind the credits of the film, we see Wayne and Garth, essentially performing “Wayne’s World 3.” The film’s delights include a cameo by Alice Cooper, in signature eyeliner, who appears at the beginning of the film and returns at the end to jam with the pair. Cardi B appears and files her nails on the couch. The guys join her for minutes of synchronized nail-filing, the scratching sounds tapping into the aural sensations of ASMR. It’s reality but weirder and emblematic of pandemic life.

The strategy of the campaign was to engage and enthrall Super Bowl ad watchers, to saturate all channels of media with each element of the campaign, to go viral on social media pulling in Cardi B’s huge following, to score high marks for memorability, to please judgy ad critics and most of all, to succeed in driving people to visit Uber Eats and promoting local restaurants. It did so through a pre-Super Bowl teaser campaign reintroducing the Wayne & Garth characters during Saturday Night Live, a Super Bowl ad that wowed critics and a post-Super Bowl campaign that drove home the idea of ordering locally.

The Super Bowl campaign, from pre-game to weeks past the post-game, was a fully integrated program designed to break through the big-game clutter, using national and local spots, OOH, OLV, social media and PR to foster brand awareness, conversions and support for local restaurants.

Wayne and Garth’s surprise reunion kicked off with an appearance on “Saturday Night Live”, exploded during the Super Bowl and continued to delight TV audiences with national and local spots and a 2.5 hour YouTube video. Online activity supported the brand campaign, the brand movie which made good on the promise to feature each local restaurant by name, and the $20 million restaurant-relief program.

Online channels ranged from social’s Snapchat, Twitter and Pinterest on to Spotify, given Wayne and Garth’s rocker appeal. Hyper targeting channels included Waze for pinpoint retargeting to local restaurants.

For all the overarching scale of the Uber Eats “Eat Local” campaign--from Super Bowl commercial to 2.5-hour brand video starring Wayne and Garth, the objective was much more close to home.

Uber Eats was able to capture 71.5% new eaters on Super Bowl Sunday and over 4.5 million local orders during a key time frame. Consumers are continuing to order from local restaurants on the platform at a greater rate, which helps Main Street economies and strengthens Uber Eats’ partnerships.

Promoting and utilizing the $20 million restaurant-relief fund capitalized by Uber Eats was another objective of the campaign. Uber Eats received grant requests from more than 10,000 small restaurants, a signpost of the pandemic’s economic impact. To date, $4.5 million in grants have been approved with more to come.