New parents place a dinner order on Uber Eats to create space for a rare intimate moment together. Headphones on, so as not to disturb their baby, the simple downtime pleasure of a back-scratch is heightened by the addition of some acrylics. They get lost in the moment until their order arrives.

In the UK food delivery category, people jump between providers because in their eyes we are all the same. Simultaneously, most competitors continue to focus on promotion and rational messaging to convince consumers to choose them, while also dominating in media spend. For this new brand campaign, we asked how could we make people prefer us in a commoditized market without any major differentiation?

Within the first 2 months of the campaign’s launch, we have already begun to see impressive results.

Top of Mind Awareness grew by 13%, overtaking Deliveroo. This was our highest ever top of mind awareness score. It was an especially punchy result given our top two competitors, Just Eat and Deliveroo, both declined in top of mind awareness during this time.

Preference grew by 8%, again reaching its highest ever score.

In London we now hold the #1 position in TOMA, Preference and Consideration, and the joint #1 position (with Deliveroo) in Unaided Awareness and Selection Perception

The nation is facing an epidemic of pressure to be productive. From time-saving hacks to making every second count, we’re bombarded with reminders that the goal is always to achieve more, more, more. Uber Eats wanted to take hustle culture off its pedestal and instead shine a light on the simple enjoyment of doing less every once in a while.