Get ready to hear what people are having for dinner tonight. Because that’s the hot topic at the centre of UberEATS first brand campaign in Australia via Special Group and Glue Society.
Featuring the likes of a fried-chicken-crazed Naomi Watts, vegan delight Boy George and spaghetti lover Ryan Maloney of ‘Neighbours’ fame – UberEATS are on a mission to inspire anyone out there who is scratching their head wondering – ‘What to eat tonight?’
“It’s a question we all ask ourselves every day,” says Dave Hartmann, Special Group.
“And one we often draw an uninspired blank on. In fact, according to UberEATS research, come 5pm each day more than 1 in 3 Aussies don’t know what they are eating for dinner that night. And when it comes to the crunch, I think most of us will admit to just defaulting to the same old options…or whatever’s wilting in the fridge.”
To give Australia a little encouragement, UberEATS has called on some well-known and beloved personalities to tell us what they’ll be eating for dinner. The campaign provides a voyeuristic journey inside the appetites of celebrities, inspiring people to broaden their culinary horizons and explore the magic of UberEATS.
“UberEATS makes it simpler than ever before for Australians to access an incredible array of restaurant quality food delivered to their door quickly and reliably,” Uber Australia marketing director, Steve Brennen said.
“This newfound choice is proving super popular with a large and fast growing number of Australians, and we wanted to celebrate this with a fun and humorous campaign featuring some well-loved faces,”
“Every day we get to partner with thousands of restaurants across Australia, who cater to a wide variety of tastes right across the country, and we’re pleased to put some real local favourites front and centre in the campaign.”
The campaign features Naomi Watts ordering a Cheezus Sandwich in her dressing gown, while Boy George chows down on Poke Bowl, and Beau Ryan relaxes in the bath with Chicken McNuggets. Ryan Kwanten, Nic Naitanui, Sophie Monk, Ryan Maloney, Poh Ling Yeow, and Peter FitzSimons will also feature in the campaign.
The campaign will kick-off with a series of nine x 15 second TV spots and online films, each featuring a different celebrity, proudly declaring their local dinner choices. The creative has been tailored to each city’s restaurant options, across Sydney, Perth and Brisbane. This will be supported by OOH, radio, digital, direct and PR, as well as a host of live social media activations, media partnerships, traffic-read integrations and culture hacks featuring celebrities and influencers.
Says Naomi Watts, Hollywood film star, “After a long day at work, gliding down staircases and tousling my hair, there’s nothing I appreciate more than a cheesy treat… Tonight, I’ll be eating a triple cheese stack with fries. Simply award-winning.”
Chief Marketing Officer -Steve Brennan
Campaign Lead – Georgie Jeffreys
Restaurant operations – Harriet Johnston
Digital marketing – Rachel Minster
Owned media – Maddie Hallett / Ryan Reynolds
Connections strategy – Andy Morley
Special Group Australia
Team leads – Lindsey Evans & Cade Heyde
Strategy – Dave Hartmann & Celia Garforth
Campaign Creative Direction – Georgia Arnott
Art direction & design – Emma Morton & Jesse McLallen
Copywriting – Jack Nunn & Mark Starmach
Account Management – Rebecca Ingham & Rose Eccleshare
Film production – Meredyth Judd
Digital, social & print production – Sharon Gray, Nick Lilley & Laura Midalia
The Glue Society
Concept, Writer and Direction- Pete Baker
Editor – Luke Crethar
Head of Creative Projects – Luke McKelvey
Post production management –Scott Stirling
Revolver/ Will O’Rourke
Executive producers – Michael Ritchie & Pip Smart
Director – The Glue Society’s Pete Baker
Producer – Nicole Crozier
DOP – Russell Boyd
Production Design – Lucinda Thomson
Photographer – Jonathan May
Executive Producer – Tim Berriman
PR and influencer strategy
Strategy & Management – Mike Deane + Chelsea Dominski