Uber Eats has a whole new catch cry, This Calls For, by Special Group and a whole series of amusing anecdotes to show off why Uber Eats is a life essential now that it also delivers everyday needs from grocery, alcohol and personal care in Australia.
This Calls For 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.
The full campaign will run across Australia on channels including TV, social, digital, radio, and OOH.
Senior director and head of marketing APAC at Uber, Lucinda Barlow, stated, “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. 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.”
Head of marketing, Uber Eats ANZ, David Griffiths, added, “We’re proud and excited to launch our latest campaign driving awareness of grocery and alcohol on Uber Eats. It’s one of our biggest, boldest and most complex campaigns we’ve ever launched. A six month project in the making where we deliberately selected and partnered with some of the best in the business to stretch the brand into real world scenarios that Uber Eats can now help solve for. The campaign is made up of a wide suite of content delivered across traditional, digital and social media. A big thank you once again to our friends at Special Group.”
Co-chief creative officer, Special, Julian Schreiber, commented, “This campaign deliberately sets a completely fresh tone for Uber Eats, signposting the new categories including grocery and alcohol delivery for the brand. 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.”
Credits
Client: Uber Eats
Senior Director, Head Of Apac Marketing: Lucinda Barlow
Marketing Director Anz: Andy Morley
Head Of Marketing Uber Eats Anz: David Griffiths
Brand Lead: Channa Goonasekara
New Verticals Marketing Lead: Margot Deltour
APAC Strategy Lead: Ally Doube
Global Creative Director: Viktor Jacobsson
Agency: Special
Co-Chief creative Officers & Partners: Tom Martin & Julian Schreiber
APAC Creative Directors: Max Mckeon & Sarah Parris
Creative Team & Creative Directors: Simon Gibson & Nils Eberhardt
Creative Team: Jeff Seef & Joel Grunstein
Chief Executive Officers & Partners: Lindsey Evans & Cade Heyde
Head of Business Management: Tori Lopez
Business Director: Caity Cowper
Business Manager: Dharsh Sundran
Strategy Partner: Dave Hartmann
Group Strategy Director: Celia Garforth
Head of Film Production And Executive Producer: Sevda Cemo
Integrated Producer – Social: Stephanie Wilkinson
Production Coordinator: Fiona Dunn
Stills Producer: Sonia Ebrington
Digital Producer: Stacey Szabo
Head Of Design: Adam Shear
Production Company: Revolver
Director: Steve Rogers
Cinematographer: Lachie Milne
Managing Director: Michael Ritchie
Executive Producer: Pip Smart
Producer: Caroline Kruck
Editing & Post Production: The Editors
Editor: Alexandre de Franscheschi
Post Producer: Liv Reddy
Colourist: Ben Eagleton
Sound Studio: Rumble Studios
Sound Engineers: Tone Ashton, Cameron Milne & Liam Annert
Photographer: Danny Eastwood
Photography Production Company: Pool Collective
Executive Producer: Cameron Gray
Photography Art Director: Cherith
