Paris Hilton joins the Irwins in new Uber Eats campaign via Special Group

Uber Eats has launched the latest iteration of its ‘Tonight, I’ll Be Eating’ platform, pairing Paris Hilton with zookeeper family the Irwins in a new campaign from Special Group.

Developed in partnership with Uber Eats’ agency village, including Special, as well as Hello Social, Herd MSL, MediaCom and H/Commerce, the ‘Paris Irwin’ campaign marks the sixth year of the ‘Tonight I’ll Be Eating’ brand platform, first launched in 2017, building on the success of last year’s “Grey Wiggle’ campaign.


Other Assets:

Pool Day 15″:
Birds & Bees 30″:
Sisters 30″:

The new campaign sees Hilton and her chihuahuas join the Irwins at Australia Zoo as their newest zookeeper, ruffling feathers both at the zoo and within the Irwin family.

Featuring four spots, the campaign follows the humorous chaos that arises from Hilton’s blasé and extra attitude, testing the patience of the Irwin family. Through the campaign, Hilton and the Irwins come together over meals delivered via Uber Eats, and her bond with the family grows.

In the 30-second hero spot, Bindi Irwin, in front of a zoo audience, announces ‘Tonight, I’ll be Eating veggie parmies and chippies with our Australia Zoo family…’. As the Uber Eats bag is dropped intro frame and the doorbell sound rings out, each family member is pictured with a different family group at the Zoo – Bindi with the Crocodiles, Robert with the Lizards, Terri with the Giraffes and Hilton with the ‘chihuahuas’. The Irwin family joins Hilton in front of the ‘chihuahua’ enclosure, with Terri exclaiming ‘Crikey Paris, this is where we keep the snakes’. ‘That is so crikey’ replies Paris, as she looks onto a chihuahua sized lump protruding from one of the snake’s bodies. ‘Can’t even get crikey right’, sighs Robert, as the spot closes on the iconic ‘Tonight I’ll Be Eating’ end screen.

The integrated campaign will be rolled out across TV, out-of-home, radio, social, digital and owned channels over the coming months. The campaign will also include a delivery-inspired track DJ’d by Hilton, a preview of her designer khakis, nature documentaries, snippets from a Paris and Irwins reality TV show, and more.

An example of the OOH execution

Head of marketing, Uber Eats ANZ, David Griffiths said: “Last year we delivered one of the top performing global marketing campaigns for Uber with ‘The Grey Wiggle’ (feat. Simon Cowell & The Wiggles) showing the unexpectedly joyful moments that Uber Eats can kindle for Aussie families. In our latest creative ‘Paris Irwin’, we’re again appealing to families by fusing the nationally adored Irwins and global star Paris Hilton. If that instantly iconic pairing wasn’t enough we’ve also included some of the world’s most iconic animals to co-star. From crocodiles, to giraffes, to snakes and chihuahuas! With a continued focus on social entertainment and a new retail conversion layer, this is set to be our biggest campaign launch to date.”

Campaign star Paris Hilton added: “From the script writing, to the on set experience, it’s been a delight working with Australian creatives on a finished product that I think is totally awesome and that I am really proud of. The Irwins have become my ZFFs – they’re my zoo fam forever.”

Creative director at Special, Sarah Parris said: “This year the ‘Tonight, I’ll Be Eating’ brand platform brings together two animal loving entities from polar opposite worlds. Throughout the campaign, the difference in their approach to their animals takes us through a rollercoaster of squabbles, heartbreak, good intentions and mishaps – all of which any modern Aussie family can relate to.”


Client: Uber Eats

Sr. Marketing Director, Apac: Lucinda Barlow
Director Of Marketing, Anz: Andy Morley
Head Of Marketing, Uber Eats Anz: David Griffiths
Brand Campaigns Lead, Uber Eats Anz: Channa Goonasekara
Brand Marketing Associate, Uber Eats Anz: Emma Bull
Creative Director, Global: Viktor Jacobsson
Strategy Lead, Apac: Ally Doube
Co-Marketing Lead, Anz: Olivia Sykes
Social Media Lead, Apac: Isaac Lai
Media Lead, Apac: Louisa Chu
Communications Director, Anz: Peta Fitzgerald
Communications Manager, Anz: Nick Vindin

Creative Agency: Special
Founding Partners/Co-Ceo : Lindsey Evans & Cade Heyde
Partners & Co-Cco: Julian Schreiber & Tom Martin
Creative Directors: Sarah Parris & Max Mckeon
Creative Leads: Mark Starmach & Alastair Flack
Creatives: Laura Grimshaw & Hannah Mccowatt
Head Of Business Management: Tori Lopez
Business Director: Laura Little
Business Manager: Dharsh Sundran
Talent Director: Emily Stewart
Group Strategy Director: Celia Garforth
Strategy Director: Kellie Box
Executive Producer: Sevda Cemo
Tv Producer: Bill Doig
Integrated Producer: Steph Wilkinson
Head Of Stills And Digital: Nick Lilley
Stills Producer: Danielle Senecky
Digital Producer: Stacy Szabo
Head Of Design: Adam Shear
Designer: Maggie Webster
Social Lead: Sarah Mckie
Finished Artist: Jen Bailey

Zoo Friends
Chihuahuas: Diamond Baby, Poochi Mama, Chimichurri, Glitter Queen
Giraffe: Forrest
Tortoise: Franklin
Echidna: Fatty
Crocodile: Bosco
Macaw: Queto
Komodo Dragon: Indah

Media Agency: Mediacom

Social Agency: Hello Social

Retail Agency: H/Commerce

Film Production: Finch
Production Company: Finch Company
Director: Alex Roberts
Cinematographer: Matt Toll
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Cath Anderson

Post Production:
Edit House: Arc Edit
Editor: Dan Lee
Post Producer: Daniel Fry
Post Production: Blockhead
Colourist: Billy Whychel
Online Operator: Karen Fabling

Sound: Rumble
Composer: Adam Moses
Sound Engineer: Tone Ashton
Stills Production: Chee Productions
Photographer: Chrisopher Tovo
Executive Producer: Matt Chee
Executive Producer: Tamiko Wafer
Retouching: Cream



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