Uber Eats will debut its new brand platform, created by Special in collaboration with Hello Social and MediaCom, at the Australian Open.
Move over the highly successful Tonight I'll be eating. The pitch now is that you can almost almost get anything via Uber Eats.
Sunscreen? Sushi? Yep. WD-40? Sure. A self-slicing cucumber for Kendall Jenner? Perhaps not.
Uber Eats has enlisted matriarch Kris Jenner, supermodel daughter Kendall and three Australian stars to announce that you can now get almost anything on Uber Eats.
The campaign launches with a 60 second film showing people discussing and discovering what they can and can't get on Uber Eats.
The spot stars overwhelmed new parents, sunburnt Brits, a man with a very dodgy moustache as well as cultural icons such as Kendall and Kris, Abbie Chatfield, Shannon Noll and Mark Philippoussis.
Andy Morley, director of marketing at Uber ANZ: “This year we will continue to deepen our get 'anything' offering across Uber Eats - building on our already rich range of restaurants, greengrocers, supermarkets, fishmongers, butchers, florists, to add even more retail items.
"While takeaway food will remain a hallmark, as our selection deepens and evolves we believe it’s time for a new brand platform to capture that. Get almost, almostanything absolutely does that job for us.”
Julian Schreiber, CCO/partner of Special: "Being confident enough to discuss what you can’t do is a great way to create entertaining cut through about what you can do, particularly when it's a huge new diverse offering.
"It delivers the message but also makes fun of all the over promises that marketing is constantly guilty of."
Tom Martin, CCO/partner of Special:“Saying Uber Eats delivers almost anything sounds a bit like you’re trying to get away with saying ‘Anything’ but when you add a second almost, then you know the brand is having fun with itself and consumers. That self-deprecating tone is what Uber Eats is becoming known for."
Brand lead, Uber Eats ANZ, Channa Goonasekara, said: “As consumers continue to crave convenience across all aspects of their retail journey, it’s vital that Uber Eats has a strong hold on consideration - in the same way we are front of mind when it comes to quality restaurant food. In this campaign we’re presenting a recognisable Uber Eats universe, with hallmarks like surprising celebrity cameos and the familiar audio sting of the doorbell to extend our existing world of food delivery into an impressive catalogue of everyday ordering occasions that shows you can go deeper on delivery with more e-commerce offerings on Uber Eats than ever before.”
Head of strategy at Mediacom, Rob Frost: “It’s a truly exciting moment in the evolution of Uber Eats; both as a product and a brand. The versatility of Get Almost Almost Anything has given us great opportunity to find new
and different ways to build on the existing associations consumers have with us.”
Maddie Marovino, director of client experience at Hello Social: "The new brand platform has opened up a world of possibilities that makes for great entertainment and channel-first creative with comprehension at its core.”
The campaign launches during the Australian Open, and hit linear media, video on demand, out-of-home, audio, online video and social.
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