Uber Eats launches new brand platform as it expands into new categories

Uber Eats has launched a new brand platform, ‘This Calls For’, to mark the company’s expansion into more categories, such as alcohol and personal care.

The new campaign by Special aims to increase awareness of the new categories by creating scenarios and moments which allows the brand to become synonymous with ‘in the moment’ every day needs.

The push includes seven TVC spots which will be released incrementally throughout the campaign period.

The first two spots ‘Promotion’ and ‘Pizza Date’ feature a series of scenarios that call for products to be delivered, in the moment, including getting a promotion and ordering a pizza that’s missing the pineapple.

“Until now, Australians have often had to wait until the next day to get groceries delivered which required a whole lot of forward planning – something which is increasingly hard with the unpredictability of life in 2021,” says Uber APAC senior director and head of marketing Lucinda Barlow.

“We’ve all discovered the real skill in navigating life today is making the most of now, without missing a beat. With groceries, alcohol and more on the platform Uber Eats helps you get anything you need, whenever you need it and this campaign brings that everyday convenience message to life.”

The brand campaign will air across Australia on channels including TV, social, digital, radio, and OOH.

“This campaign deliberately sets a completely fresh tone for Uber Eats, signposting the new categories including grocery and alcohol delivery for the brand,” special co-chief creative officer Julian Schreiber.

“Having said that, it uses so many iconic aspects of ‘Tonight I’ll Be Eating’, which will continue to live on as the overall brand platform – such as the bold announcement to camera and doorbell. We hope ‘This calls for’ becomes just as memorable for Aussies.”

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