Special Group Australia takes Uber Eats' Tonight I’ll Be Eating to the US and Canada

Paige Murphy
By Paige Murphy | 22 September 2020

Special Group Australia has launched Uber Eats’ "Tonight I’ll Be Eating" brand platform in the US and Canada, debuting with a showdown between iconic megastars Mark Hamill and Patrick Stewart.

The launch of Tonight I’ll Be Eating in the US and Canada follows its profound success in Australia, Taiwan and Japan.

The recent iteration of Tonight I’ll Be Eating featuring global superstar Kim Kardashian-West and renowned Australian character Sharon Strezlecki from Kath & Kim was widely celebrated and managed accolades from all over the world.

Special Group Australia and Uber Eats have been recognised globally for their work, including at the AdNews Agency of the Year Awards, D&AD, Cannes Lions, Spikes Asia, LIA and AWARD Awards.

The Tonight I'll Be Eating brand platform recently took home the Innovative Use of Media Award for the Australian Open Ambush and Best Use of Content Award for Tonight, Kim & Shaz Will Be Eating at the AdNews Agency of the Year Awards.

With the help of Uber Eats’ Australian Open Ambush campaign, Special Group was also the most awarded Australian agency at last year’s Cannes Lions.

“The Tonight I’ll Be Eating brand platform has had immense success in this market as well as across Asia Pacific," says Special Group Australia founding partner Cade Heyde.

"Expanding the platform to the other side of the world is a real honour and an incredibly proud moment for our agency. We couldn’t be more thrilled to share this loved campaign with the US.”

To launch the campaign in the US and Canada, Special Group Australia has created a showdown of two movie icons, embodying one of the longest running cultural debates of all time – which beloved franchise is better, Star Wars or Star Trek? The pair even battle over how to say tomato.

In a series of two other 15-second spots Mark Hamill and Patrick Stewart are also seen competing against each other for the better Uber Eats meal, while simultaneously trying to beat each other at Air Hockey and Connect Four.

The campaign will run in the US and Canada across TV, online, radio, CRM, out-of-home and social.

“I'm thrilled to bring our ‘Tonight, I’ll be eating...’ (TIBE) platform to the US and Canada," says Uber Eats head of marketing  for the US and Canada, Georgie Jeffreys.

"It was a natural progression since TIBE has proven to be a highly effective advertising campaign for Uber Eats. It has helped drive record levels of customer penetration and brand affinity in the five markets in which it’s now live, and we’re excited to continue to expand the franchise with this latest launch.”

Tom Martin and Julian Schreiber, joint chief creative officers and partners at Special Group, say they are proud to take what has become a "cultural phenomenon" to the US and Canada.

“Bringing together two iconic space legends who’s appeal crosses generations feels like the right way to introduce ‘Tonight I’ll Be Eating’ to the US," say Martin and Schreiber.

"It is not often Australian creative work travels to the other side of the world, and we are extremely excited to watch this platform grow.”


Lindsey Evans: Founding Partner
Cade Heyde: Founding Partner
Julian Schreiber: CCO & Partner
Tom Martin: CCO & Partner
Rebecca Stambanis: Strategy Director & Founding Partner – Melbourne
Jon Marshall: Creative Director
Stuart Brown: Creative Director
Caitlin Miller: Business Director
Will Sealey: Business Director
Esther Perls: Producer
Eileen Cosgrove-Moloney: Team Lead
Emily Stewart: Casting Director
Lachlan Stewart: Social Lead
Jesse Sinkiewicz: Business Affairs

Danielle Trivisonno Hawley: Global Executive Creative Director
Georgie Jeffreys: Head of Marketing, US & Canada
Lauren Hussey: Senior Marketing Manager
Natalie Purbrick: Creative Director
Jessica Van Rooyen: Marketing Manager
Otto Linwood III: Creative Production Manager
Lexi Levin: Consumer Communications Manager
Rashad Suarez: Business Affairs Manager
Gracie Childress: Media Manager

Brian Carmody: Owner
Guy Shelmerdine: Director
Alison Junzman: EP
Donald Taylor: Producer
Edu Grau: DP

Andy McGraw: Editor
Matt Beradi: Jr. Editor
Roy Herbert: Assistant Editor
Greer Bratschie: Prodcuer

Dmitri Zola: Colorist
Diane Valera: Producer

Phil Crowe: CC & Founder
Enca Kaul: Head of Prodution

Glen Galloway: Owner/ Composer / Sound Design

Jordan Metzler: Audio Mixer
Melissa Elson Brewer: Producer
Marco Tornillo: Assistant Mixer

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