UberEats recruits various celebrities in first Australian brand campaign
UberEats has launched its first ever brand campaign in Australia featuring celebrities discussing what they will be ordering from UberEats.
The ‘Tonight, I’ll be eating’ campaign is rolling out state targeted ads starring Sophie Monk, Beau Ryan, Ryan Maloney, Naomi Watts and Boy George who tell Australians what they will be ordering from UberEats.
Created by Special Group and Glue Society, the 15 second spots show Naomi Watts ordering a Cheezus Sandwich in her dressing gown, Boy George ordering a Poke Bowl on his bed, Beau Ryan choosing to order Chicken McNuggets in a bath tub while Sophie Monk orders from her lounge room.
Dave Hartmann, strategy partner at the Special Group, said the campaign was based on the insight that one in three Australians don’t know what they are eating for dinner at 5pm.
“When it comes to the crunch, I think most of us will admit to just defaulting to the same old options…or whatever’s wilting in the fridge.
“It’s a question we all ask ourselves every day,” Hartmann said.
Steve Brennen, Uber Australia’s marketing director, added: “This newfound choice is proving super popular with a large and fast growing number of Australians, and we wanted to celebrate this with a fun and humorous campaign featuring some well-loved faces.”
The campaign is set to run across TV, out of home, social and online with state target restaurant options.
Special Group were appointed to the Uber account in May earlier this year.
Credits:
- UberEATS
- Chief Marketing Officer -Steve Brennen
- Campaign Lead – Georgie Jeffreys
- Restaurant operations – Harriet Johnston
- Digital marketing – Rachel Minster
- Owned media – Maddie Hallett / Ryan Reynolds
- Connections strategy – Andy Morley
- Special Group Australia
- Team leads – Lindsey Evans & Cade Heyde
- Strategy – Dave Hartmann & Celia Garforth
- Campaign Creative Direction – Georgia Arnott
- Art direction & design – Emma Morton & Jesse McLallen
- Copywriting – Jack Nunn & Mark Starmach
- Account Management – Rebecca Ingham & Rose Eccleshare
- Film production – Meredyth Judd
- Digital, social & print production – Sharon Gray, Nick Lilley & Laura Midalia
- The Glue Society
- Concept, Writer and Direction- Pete Baker
- Editor – Luke Crethar
- Head of Creative Projects – Luke McKelvey
- Post production management –Scott Stirling
- Revolver/ Will O’Rourke
- Executive producers – Michael Ritchie & Pip Smart
- Director – The Glue Society’s Pete Baker
- Producer – Nicole Crozier
- DOP – Russell Boyd
- Production Design – Lucinda Thomson
- Flint
- Photographer – Jonathan May
- Executive Producer – Tim Berriman
- POEM
- PR and influencer strategy – Matt Holmes, Tessa Conboy, Siona Singletary & Angus Roberts
- Mediacom
- Strategy & Management – Mike Deane & Chelsea Dominski
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
Linkedin
Love it. Though can’t help but think the Naomi Watts video could’ve been more effective and had that ‘virality potential’, if they had her ordering a lamb dish in a nod to her infamous ad from the 90s
User ID not verified.
‘1 in 3 Aussies don’t know what they’re eating after 5pm’ is NOT an insight. It’s a half baked fact. The guys at Special should have done a bit of planning 101 and asked WHY 5x.
User ID not verified.
This work is terrible, and would have been expensive too. For a so called ‘cool innovative’ brand, this work is anything but. A great shoot for the clients getting selfies with celebrities, but just stinky low bro work. I can sense the agency’s hand might have been forced here, though.
User ID not verified.
But Toadie was doing Weight Watchers about a year ago? Has he flipped?
User ID not verified.