Tom Felton, of wizardry fame, orders “Magic” on the Uber Eats app only to have his first attempt to use it go awry when he makes his neighbour disappear. This leads to a massive manhunt for Tom Felton as he goes on the run, and eventually Tom’s arrest, as the real world ramifications of using magic hit home. We sum this terrible outcome up with the super “Magic NO, Ice Magic YES” and reset to Tom ordering delicious, innocuous Ice Magic (a standard Australian desert grocery item), 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.

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).

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 tonality that had so successfully built the original brand.

After a successful launch, our 2022 brief was: to continue repositioning the brand from food delivery to the delivery of anything.

Objective

+5 ppt uplift in awareness of grocery and alcohol delivery.

(average awareness lift for digital channels)

Achievement against primary objective:

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

Additional communications results:

10.1 million organic views.

PR coverage 603 brand mentions in earned media - including television, radio, print and digital coverage

Uber Eats,, was known in Australia more for food delivery than a delivery service for almost anything. The campaign had to make a real point of the new brandline “Get Almost Almost Anything” as well as feature a range of items people wouldn’t necessarily expect from Uber Eats.

There were over 50 individual executions, of which each featured a different item to speak to the extensive Uber Eats range.

The campaign also uses well known, culturally popular-everyday items (e.g. Ice Magic is a childhood staple) that may not be as recognised around the world, but are important for the contrast between the ridiculous ‘NO item’ we were dramatising, and the everyday ‘YES item’ that we actually deliver.