Special Unveils “This Calls For” Campaign Celebrating Uber Eats’ Move Into Groceries & Alcohol

Special Unveils “This Calls For” Campaign Celebrating Uber Eats’ Move Into Groceries & Alcohol
SHARE
THIS



Uber Eats has launched a new brand platform “This Calls For” to celebrate the company’s move towards offering more merchant categories like grocery, alcohol and personal care in Australia

The integrated campaign, created in partnership with B&T’s 2021 agency of the year, Special, endeavours 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 integrated campaign “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 brand campaign will air across Australia on channels including TV, social, digital, radio, and OOH.

Senior director and head of marketing APAC at Uber, Lucinda Barlow, said: “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, said: “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.”

Please login with linkedin to comment

Special Uber Eats

Latest News

CRA Chief Ford Ennals Announces Refresher For Radio Company
  • Media

CRA Chief Ford Ennals Announces Refresher For Radio Company

CRA chief executive officer Ford Ennals (pictured) announced today a renewed strategic direction for the peak radio industry body, with a greater emphasis on the digital audio market along with supporting its members to grow commercial radio advertising revenue. “We are experiencing strong growth in digital audio so it’s timely for CRA to have a […]

AWS’s Curiosity Kid Campaign Is A Heartwarming Tribute To Small-Scale Success
  • Campaigns

AWS’s Curiosity Kid Campaign Is A Heartwarming Tribute To Small-Scale Success

Amazon Web Services (AWS) has launched its first Above the Line (ATL) brand campaign after a decade of being in Australia, with the feel-good ‘Curiosity Kid’ ad series showcasing the many brands using its services. The campaign, which launched on August 7, highlights how AWS can be used for innovation by local businesses, demonstrating a […]

What Aussie Brands Can Learn From Global Lessons In Sustainability Engagement
  • Opinion

What Aussie Brands Can Learn From Global Lessons In Sustainability Engagement

In this guest post, Stu Wragg (lead image), chief strategy officer at Herd MSL, takes a look at global brands getting the sustainability message right and the lessons Aussie brands can learn along the way… The need to address increased consumer and employee interest in the environmental and social action of business is clear to […]

Opinion

by B&T Magazine

B&T Magazine
SOCA Welcomes Two New Senior Hires In Farah Alias And Neil Martin
  • Marketing

SOCA Welcomes Two New Senior Hires In Farah Alias And Neil Martin

Significant Other Creative Agency (SOCA) has brought on two senior hires, with Farah Alias joining as partnerships director and Neil ‘Marty’ Martin jumping into a dual head of art role. Alias (pictured, right) brings with her a wealth of senior international experience and knowledge from DDB & BBDO Singapore, Wunderman Thompson, and most recently Rare. […]

Ogilvy NZ Lands Partnership With Breast Cancer Foundation NZ
  • Marketing

Ogilvy NZ Lands Partnership With Breast Cancer Foundation NZ

Ogilvy NZ has been appointed as the new creative and strategy agency for Breast Cancer Foundation NZ. BCFNZ chief executive Ah-Leen Rayner said the Ogilvy team presented a new direction for the foundation with a strong focus on reaching Maori and Pasifika women who were over-represented in breast cancer statistics. “Ogilvy’s approach acknowledged our current […]

Claxon Bags CarExpert Partnership For Creative And Media
  • Marketing

Claxon Bags CarExpert Partnership For Creative And Media

Australian new car website, CarExpert.com.au has appointed independent growth agency Claxon as its creative and media agency after pitches from a slew of other agencies that included HERO and DDB. Claxon will be handling the creation of a new national TVC campaign and the associated media account working closely with shareholder, Seven West Media to […]

InsideOut PR Wins Prestige InHome Care Account
  • Media

InsideOut PR Wins Prestige InHome Care Account

Sydney PR agency InsideOut PR has been appointed for Prestige InHome Care, an in-home aged care service with a focus on media relations. InsideOut PR worked with Prestige Inhome Care back in 2013 and again in 2017 launching their public relations and advertising program; and supporting their growing profile in the market. Founder and CEO […]