Kim Kardashian and Sharon Strzelecki have 'noice' meals via UberEats

Paige Murphy
By Paige Murphy | 25 November 2019

UberEats has enlisted Kim Kardashian and Magda Szubanski in its latest iteration of the 'Tonight I'll be eating' campaign series.

The humourous spot references iconic Australian television show Kath and Kim which Szubanski stars in as Sharon Strzelecki.

Only this time, Kim is played by Kardashian instead of Gina Riley.

The campaign, created by Special Group, sees Kim Kardashian and Sharon Strzelecki keeping up their carbs after tonight's big netball game.

However, Sharon has planned a few lessons in the Queen's English, including teaching Kardashian how to pronounce "noice".

“Pulling this one off came with an extra degree of difficulty,” Special Group ECD and partner Julian Schreiber says.

“But thanks to both Kim and Magda’s willingness to have fun with their personas and really embrace the situation - the ads turned out very noice.”

"Being able to leverage world-class talent while maintaining our iconic Australian flavour to hero 12 of our top restaurant partners is important to us and a key part of our campaign construct," UberEats head of marketing APAC Georgie Jeffreys says.

"We’re delighted at the response we’ve already received and are excited to drop even more Sharon and Kim creative very soon.”

With more to come in the following weeks, the campaign will also be supported by OOH, social, radio, digital, direct and PR as well as media partnerships and traffic-read integrations.

The campaign is the latest iteration of UberEats' 'Tonight I'll be eating' brand platform which is now in its third year.

Since then, it has starred a number of local and international famous faces including Hamish Blake and Andy LeeSophie Monk, Boy George, Naomi WattsRebel Wilson, Ruby Rose, Lee Lin Chin and most recently John Farnham, Jimmy Barnes and Anh Do.


Client - Uber Eats

Head of Marketing, APAC - Georgie Jeffreys
Brand and Campaigns Lead, ANZ - Rebecca Kemp
Social Marketing Lead, ANZ - Tim Broxup
Marketing Associate ANZ - Josh Pickstone

Creative Agency - Special Group Australia

Executive Creative Directors - Tom Martin & Julian Schreiber
Creative Directors – Jack Nunn & Nils Eberhardt
CEO – Lindsey Evans
Managing Director – Cade Heyde
Team Lead – Tori Lopez
Account Manager – Stephanie Wilkinson
Producers: Christina Wilmont, Nick Lilley
Casting Director: Emily Stewart
Social Lead: Lachlan Stewart
Digital Production: Jesse McLallen, Sharon Gray

Production - Film:

Production Company: Sweetshop
Director: Nick Kelly
Executive Producer: Llew Griffiths
Managing Director: Edward Pontifex
Edit & Post Production: ARC EDIT
Editor: David Whittaker
Editorial & Post Producer: Jessica Calvert
Colourist: Billy Wychgel
Flame Artist: Heather Galvin
Sound and mixing: Rumble
Social / BTS production: Brightworks
DOP: Jon Chema

Production – Stills:

Production Company: Louis & Co
Photographer: Mat Baker
Producer: Louis Molines
Retouching: The Bakery Retouching
Art department: Imogen Naylor

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