Uber Eats is a leading online food delivery platform in Australia, having driven strong growth for the past five years via the iconic “Tonight, I’ll be eating…” campaign. However the business is expanding to a much broader delivery offering - with the ambition to eventually deliver people anything they want (groceries, alcohol and much more beyond).

This necessitated a fundamental strategic pivot, and in 2021 a new creative platform was launched -‘Get Almost Almost Anything’, repositioning Uber Eats whilst retaining the distinctive assets, tone-of-voice and entertaining tone that had so successfully built the original brand.

After a successful launch, our 2022 brief was to twofold:

Continue repositioning the brand from just food delivery to anything delivery.

Develop a new creative construct that better allows the brand to showcase the full range of products available.

Nicola Coughlan, of Bridgerton fame, orders a “Period Romance” on the Uber Eats app only to have a dapper gent from yesteryear arrive on her doorstep. Romantic at first, the tryst soon takes a turn as his outdated views and lifestyle clash with hers. It’s not long before all the misogyny and chamber pots take their toll on Nicola and we end with “Period Romance NO, Period Relief YES.” making the point that while with Uber Eats you can “Get almost almost anything”, maybe there’s a good reason we don’t actually deliver absolutely everything.

Achievement against primary objective:

+12ppt uplift in awareness of grocery and alcohol delivery (over 2x the target).