Lee Lin Chin, Rebel Wilson, Ray Martin and Ruby Rose front Uber Eats’ 2018 campaign
Australian celebrities Rebel Wilson, Lee Lin Chin, Ruby Rose and Ray Martin have fronted this year’s ‘Tonight, I’ll be eating’ campaign for Uber Eats.
The ad is the second instalment of the brand’s ‘Tonight, I’ll be eating’ campaign which initially launched in November last year and starred celebrities including Sophie Monk, Beau Ryan, Ryan Maloney, Naomi Watts and Boy George.
Created by Uber’s creative agency of record, Special Group, one of the new ads features actresses Rebel Wilson and Ruby Rose. During the spot Wilson tattoos a taco on Rose’s leg as they share what Mexican and Italian food they will be ordering through Uber Eats.
Meanwhile, another TV spot shows former SBS news reader Lee Lin Chin playing a game of chess against journalist Ray Martin while they explain what they will be eating for dinner in the same way they read the news.
The ‘Tonight, I’ll be eating’ campaign is based on research which shows one-third of Australians don’t know what they’re having for dinner between the hours of 4pm and 7pm.
Steve Brennen, Uber’s marketing director for Australia and New Zealand, said in a statement: “We’re excited to bring the campaign back in market with fresh, new personalities and partners. We know that the way food is being consumed is rapidly changing, we’re time poor and looking for convenient and affordable ways to make our lives easier.
“What hasn’t changed is who we like to share our meals with – our family and friends. This second iteration of the campaign speaks to the occasion of sharing a meal with loved ones.”
The new iteration of the campaign will roll out across radio, digital and out of home.
Tom Martin, ECD and partner at Special Group, added: “We’re especially excited about the second year of the ‘Tonight, I’ll be eating’ campaign. Not only because they are great to make but because this is a campaign that taps into popular culture to inspire Aussies to decide what they’ll be eating for dinner – and we think this could go on for many many years.”
Uber Eats’ latest campaign follows another big marketing push for the brand as Uber recently released its brand campaign for the year, ‘See you soon’.
Meanwhile, in December last year Uber appointed Sling & Stone to its PR account after its head of communications Katie Curran has departed the business to join Amazon.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Famous people reading items off the menu is about as unimaginative as it gets.
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Money and scale beats an idea. These will work well.
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Its a bit …blah. Disappointed
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Fabulous. A great campaign made even better.
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Uber is putting hard working taxi drivers who pay huge amounts of money to get their taxi registration plates out of work. I think it is disgusting that this foreign company which has so many controversies associated with it is allowed onto the local scene. In addition, Uber takes 35% of a restaurant’s fee when it delivers for them. And it is disgraceful that Lee Lin Chin, Rebel Wilson, Ray Martin and Ruby Rose appear in Uber promotion publicity. Didn’t these people get paid enough in the day jobs? I suppose that some people will do anything for money. Let’s support our local restaurants and taxi services and give this US corporation the heave ho.
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I agree don’t want to watch overpaid so called celebrities promoting this product. As if I would seriously use this service. Rubbish rubbish rubbish do me a favour and take it off my TV
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