Key Highlights:
- Uber Eats has launched a new brand platform and campaign dubbed ‘This Calls For,’ in collaboration with independent creative firm Special Group.
- Until recently, Australians have often had to wait until the following day to get groceries delivered, which required a whole lot of ahead planning.
- The campaign includes a diverse range of information provided via conventional, digital, and social media channels.
‘This Calls For’
Uber Eats has launched a new brand platform and campaign dubbed ‘This Calls For,’ in collaboration with independent creative firm Special Group, to market the new grocery and alcohol service accessible through Uber Eats.
The ‘Tonight I’ll Be Eating’ brand platform, which debuted with Special in 2017, will remain the overarching brand platform.
Ad Campaigns promoting the brand
In one of the campaign’s 30-second pieces, dubbed ‘Promotion,’ two individuals are together, with one telling the other that he earned a promotion, to which the other answers that the occasion calls for champagne. The deal is later discovered to be not as large as initially assumed, with the alcohol to be purchased eventually reduced to a six-pack of beers.
One of the 30-second commercials for the grocery delivery service shows someone receiving a Christmas sweater from an older person, only to be clearly uncomfortable and sweating. The individual then uses Uber Eats’ grocery service to order Powerade and deodorant.
Incorporating elements from ‘Tonight I’ll be Eating’
“This ad consciously provides an entirely distinct tone for Uber Eats, signposting the brand’s expanding categories including groceries and alcohol delivery,” said special co-chief creative officer Julian Schreiber. Having said that, it incorporates several classic elements from ‘Tonight I’ll Be Eating,’ which will carry on as the overarching brand platform – such as the dramatic proclamation to camera and doorbell. We hope that ‘This calls for’ becomes as popular for Aussies.
“Until recently, Australians have often had to wait until the following day to get groceries delivered, which required a whole lot of ahead planning – something which is more difficult given the unpredictability of life in 2021,” said Uber senior director and head of marketing APAC Lucinda Barlow. We’ve all realized that the actual talent in managing life today is to make the most of the present moment without losing a beat. Uber Eats helps you get everything you need, whenever you need it, with groceries, booze, and more on the platform, and this commercial puts that everyday convenience theme to life.”
“We’re delighted and excited to launch our latest campaign increasing awareness of grocery and alcohol on Uber Eats,” said Uber Eats ANZ head of marketing David Griffiths. It’s one of our most ambitious, daring, and difficult campaigns to date. A six-month initiative in which we carefully picked and collaborated with some of the finest in the business to extend the brand into real-world challenges that Uber Eats can now assist solve. The campaign includes a diverse range of information provided via conventional, digital, and social media channels. Once again, we’d want to express our gratitude to our Special Group colleagues.”
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