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.


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