Uber Eats adds new brand platform in latest campaign from Special
Uber Eats has launched a new brand platform and campaign, titled ‘This Calls For’ via independent creative agency Special Group to promote the new grocery and alcohol service available within Uber Eats.
The ‘Tonight I’ll Be Eating’ brand platform, which was launched back in 2017 with Special, will continue to be the overall brand platform.
In one of the 30-second spots for the campaign, titled ‘Promotion’, two people are together with one telling the other that he got a promotion, which the other then responds saying the occasion calls for champagne. It is then revealed that the promotion is not as big as first thought, with the alcohol to be bought gradually downgraded to a six-pack of beer.
For the grocery delivery service, one of the 30 second spots sees someone gifted a Christmas sweater from an elderly person, only to be visibly uncomfortable and sweating. The person then orders Powerade and deodorant from Uber Eats’ grocery service.
Special co-chief creative officer Julian Schreiber commented: “This campaign deliberately sets a completely fresh tone for Uber Eats, signposting the new categories including grocery and alcohol delivery for the brand. Having said that, it uses so many iconic aspects of ‘Tonight I’ll Be Eating’, which will continue to live on as the overall brand platform – such as the bold announcement to camera and doorbell. We hope ‘This calls for’ becomes just as memorable for Aussies.”
Uber senior director and head of marketing APAC Lucinda Barlow said: “Until now, Australians have often had to wait until the next day to get groceries delivered which required a whole lot of forward planning – something which is increasingly hard with the unpredictability of life in 2021. We’ve all discovered the real skill in navigating life today is making the most of now, without missing a beat. With groceries, alcohol and more on the platform Uber Eats helps you get anything you need, whenever you need it and this campaign brings that everyday convenience message to life.”
Uber Eats ANZ head of marketing David Griffiths added: “We’re proud and excited to launch our latest campaign driving awareness of grocery and alcohol on Uber Eats. It’s one of our biggest, boldest and most complex campaigns we’ve ever launched. A six month project in the making where we deliberately selected and partnered with some of the best in the business to stretch the brand into real world scenarios that Uber Eats can now help solve for. The campaign is made up of a wide suite of content delivered across traditional, digital and social media. A big thank you once again to our friends at Special Group.”
The campaign will be on TV, social, digital, radio and out-of-home.
Examples of the assets [Click to enlarge]
Credits:
CLIENT: UBER EATS
SENIOR DIRECTOR, HEAD OF APAC MARKETING: Lucinda Barlow
MARKETING DIRECTOR ANZ: Andy Morley
HEAD OF MARKETING UBER EATS ANZ: David Griffiths
BRAND LEAD: Channa Goonasekara
NEW VERTICALS MARKETING LEAD: Margot Deltour
APAC STRATEGY LEAD: Ally Doube
GLOBAL CREATIVE DIRECTOR: Viktor Jacobsson
AGENCY: SPECIAL
Co-CCO/PARTNERS: Tom Martin & Julian Schreiber
APAC CREATIVE DIRECTORS: Max McKeon and Sarah Parris
CREATIVE TEAM / CREATIVE DIRECTORS: Simon Gibson & Nils Eberhardt
CREATIVE TEAM: Jeff Seef & Joel Grunstein
CEO/PARTNERS: Lindsey Evans & Cade Heyde
HEAD OF BUSINESS MANAGEMENT: Tori Lopez
BUSINESS DIRECTOR: Caity Cowper
BUSINESS MANAGER: Dharsh Sundran
STRATEGY PARTNER: Dave Hartmann
GROUP STRATEGY DIRECTOR: Celia Garforth
HEAD OF FILM PRODUCTION AND EXECUTIVE PRODUCER: Sevda Cemo
INTEGRATED PRODUCER – SOCIAL: Stephanie Wilkinson
PRODUCTION COORDINATOR: Fiona Dunn
STILLS PRODUCER: Sonia Ebrington
DIGITAL PRODUCER: Stacey Szabo
HEAD OF DESIGN: Adam Shear
PRODUCTION COMPANY: REVOLVER
DIRECTOR: Steve Rogers
CINEMATOGRAPHER: Lachie Milne
MANAGING DIRECTOR: Michael Ritchie
EXECUTIVE PRODUCER: Pip Smart
PRODUCER: Caroline Kruck
EDIT HOUSE: The Editors
EDITOR: Alexandre de Franscheschi
POST PRODUCER: Liv Reddy
POST PRODUCTION: The Editors
COLOURIST: Ben Eagleton
SOUND STUDIO: Rumble Studios
SOUND ENGINEER: Tone Ashton, Cameron Milne, Liam Annert
PHOTOGRAPHER: Danny Eastwood
PHOTOGRAPHY PRODUCTION CO: Pool Collective
EXECUTIVE PRODUCER: Cameron Gray
PHOTOGRAPHY ART DIRECTOR: Cherith Crozier
RETOUCHING: Cream Electric Art
MEDIA: Mediacom
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