‘Get almost, almost anything’: Uber Eats and Special launch new brand platform after 5 years
Uber Eats’ familiar ‘Tonight I’ll be eating’ platform has been shelved after a five year run, making way for the delivery platform’s new celebrity-spruiked positioning starring the Jenners, Abbie Chatfield, Shannon Noll, and Mark Philippoussis.
“Get almost almost anything” launched this week with a 60 second spot aired in Nine’s Australian Open coverage.
Other assets:
The “Poo” – Nickname 15″
Kris and Kendall – Intervention 15″
Shannon – Trophy 15″
Abbie – Toothbrush 15″
Developed with Uber’s long-term creative partner, Special Australia, the new platform is a nod to the expansion of Uber Eats’ delivery range since it first launched in Australia in 2016.
Director of marketing at Uber ANZ, Andy Morley said Uber would “continue to deepen” its “get “anything” offering” this year, adding “greengrocers, supermarkets, fishmongers, butchers, florists” to its existing range of restaurants.
He stated: “While takeaway food will remain a hallmark, as our selection deepens and evolves we believe it’s time for a new brand platform to capture that. Get almost, almost anything absolutely does that job for us.”
Special CCO and partner, Julian Schreiber, explained: “Being confident enough to discuss what you can’t do is a great way to create entertaining cut through about what you can do, particularly when it’s a huge new diverse offering. It delivers the message but also makes fun of all the over promises that marketing is constantly guilty of.”
Co-CCO and Special partner, Tom Martin, added: “Saying Uber Eats delivers almost anything sounds a bit like you’re trying to get away with saying ‘Anything’ but when you add a second almost, then you know the brand is having fun with itself and consumers. That self-deprecating tone is what Uber Eats is becoming known for.”
The launch campaign continues the brand’s affinity for celebrity cameos, starring reality personalities and Kardashian family members, Kendall and Kris Jenner, alongside a Australian stars Abbie Chatfield, Shannon Noll and Mark Philippoussis.
The spot begins in the Jenner’s kitchen, with a reference to Kendall Jenner’s cucumber 2022 cutting gaff, as Kris Jenner asks if she wants anything from Uber Eats. A rhetorical ‘anything?’ from Kendall sets off a series of tongue-in-cheek suggestions from Australians in a range of situations, each more unrealistic than the next. From WD40 or “something easier to cut”, to a “bigger car” and “a new nickname”, the spot drives home the positioning that on Uber Eats users can order ‘almost’ almost anything.
It’s not the first time a Kardashian has been recruited for a local Uber Eats, with Kim Kardashian featuring alongside Magda Szubanski, reprising her role as Sharon Strzelecki, in a 2019 iteration of the ‘Tonight I’ll be eating’ campaign.
The new positioning marks the end of the ‘Tonight I’ll be eating” era for Uber Eats, with the highly awarded positioning having helped secure a near two-third share of the food app delivery market for the company over the past five years.
With the recent exit of Deliveroo from the Australian market, the delivery app will be seeking to expand its share, holding off competition from Menulog, DoorDash and MilkRun.
Uber Eats’ brand lead for ANZ, Channa Goonasekara said: “As consumers continue to crave convenience across all aspects of their retail journey, it’s vital that Uber Eats has a strong hold on consideration – in the same way we are front of mind when it comes to quality restaurant food. In this campaign we’re presenting a recognisable Uber Eats universe, with hallmarks like surprising celebrity cameos and the familiar audio sting of the doorbell to extend our existing world of food delivery into an impressive catalogue of everyday ordering occasions that shows you can go deeper on delivery with more e-commerce offerings on Uber Eats than ever before.”
Head of strategy at Mediacom, Rob Frost, added: “It’s a truly exciting moment in the evolution of Uber Eats; both as a product and a brand. The versatility of Get Almost Almost Anything has given us great opportunity to find new and different ways to build on the existing associations consumers have with us.”
Maddie Marovino, director of client experience at Hello Social also commented: “The new brand platform has opened up a world of possibilities that makes for great entertainment and channel-first creative with comprehension at its core.”
Credits
Client: Uber Eats
Sr. Marketing Director, APAC: Lucinda Barlow
Director Of Marketing, ANZ: Andy Morley
Sr. Marketing Manager & Brand Lead, ANZ: Channa Goonasekara
Global Creative Executive Director: Danielle Hawley
Global Creative Lead: École Weinstein
Social Media Lead, ANZ: Joshua Pickstone
New Vertical Retail Lead, ANZ: Margot Deltour
Media Lead, APAC: Louisa Chu
Communications Director, ANZ: Peta Fitzgerald
Communications Manager, Delivery ANZ: Nick Vindin
Strategy Lead, APAC: Ally Doube
Creative Agency: Special
Founding Partners/CEO : Lindsey Evans & Cade Heyde
Partners/CCO: Julian Schreiber & Tom Martin
Creative Directors: James Sexton, Sarah Parris, Simon Gibson & Nils Eberhardt
Lead Creatives: Simon Gibson & Nils Eberhardt, Hannah McCowatt & Laura Grimshaw
Creatives: Matt McCarron, Jack Wall & Phil Harkness, Jeff Seeff & Joel Grunstein, James Beswick
General Manager: Tori Lopez
Team Lead: Caity Cowper
Business Director: Ed Nash
Business Manager: Armaity Pavri
Group Strategy Director: Celia Garforth
Strategy Director: Kellie Box
Head Of Film Production-Lead film Producer: Sevda Cemo
Integrated Producer: Steph Wilkinson
Head Of Stills: Nick Lilley
Talent Director: Emily Stewart
Digital Producer: Stacey Szabo
Head Of Design: Adam Shear
Designer: Maggie Webster
Finished Art: Jen Bailey
Media Agency: Mediacom
Social agency: Hello Social
PR Agency: Herd MSL
Film production: Good Oil
Managing Director: Matt Long
Director: Matt Aselton
Cinematographer: Crighton Bone AUS/ Benn Martenson US
Executive Producer: Juliet Bishop/ Sam Long AUS / Zoe Odlum US
Producer: Tracey Lee Purmell AUS
Post Production: The Editors
Editor: Mark Burnett
Post Producer: Rita Gagliardi/Grace Rouvray
Colourist: Trish Cahill
Flame Operator: Hugh Seville/ Eugene Richards
Social Film Production: Special Made
Social Director: Matt McCarron
Social DOP: David Guest
Social DOP: William Robertson
Asst Camera: Jake Reader
On Set Producer: Lizzie Carter
Social Editor: Ollie Knocker
Social Colourist: Shane Emmet Dunne
Sound: Rumble Studios
Sound Engineer: Tone Aston & Cameron Milne
Music supervision: Level Two Music
Stills Production: Chee Productions
AUS SHOOT
Photographer – Christopher Tovo
Production – Chee Productions
Executive Producer – Tamiko Chee
Producer – Freya Berentsen
Props and Styling – Laura Harris James
Make Up Artist – Pinkii
Hair Artist – Darren Summors
Digi Tech – Jake Lowe
LA SHOOT
Photographer – Christopher Tovo
Production – Chee Productions
Executive Producer – Tamiko Chee
Production Manager – Alex Rubenstein
Digi Tech – Jake Lowe
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topics
Abbie Chatfield
Andy Morley
Channa Goonasekara
Julian Schreiber
Kendall Jenner
Kris Jenner
Maddie Marovino
Rob Frost
special
Tom Martin
Uber
UberEats
Back in the day there would have been dozens of comments here, some insightful, some stupid, lively debate, name-calling. it’s really a shame that the comment community and discourse is gone forever
I like the campaign btw
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