In an Australian first, Uber Eats has partnered with Twitch to remind gaming-obsessed Aussies they can now order groceries and essential household items through Uber Eats.
This partnership comes as Uber Eats continues to seek out fresh, creative and innovative ways to ignite awareness of their new grocery and convenience offering.
To reach a new audience of gamers in a unique way, Uber Eats is linking up with Twitch to launch an exciting streamer cook-off between well-known streamers /Loserfruit and /Fasffy, to be hosted by wife and husband duo Molly and Exceede on /MissMollyMakes, to be showcased on the Twitch homepage for all ANZ viewers.
The two-hour game show-style livestream will see contestants compete to cook the best Aussie Chrissie meal from mystery groceries delivered by Uber Eats.
The Twitch community will then vote for the winning chef.
The unique programme format is a natural synergy given Uber is the platform to call on – when a need arises as the platform to go anywhere or get anything – where the Twitch community can harness that ultra-convenience to ensure they don’t miss a minute of their favourite streams.
Steve Ford, Twitch’s head of APAC sales, said, “We’re excited to partner with Uber Eats for this all-star creator cook-off that’s designed to authentically engage with our Aussie community and showcase its expanded convenience offering.”
“Gaming is truly front and centre within the cultural zeitgeist and we’re aligned with the core values of hard-to-reach audiences who have influential spending power and a natural affinity towards groceries on-demand.”
Uber Eats head of marketing delivery ANZ, David Griffiths said, “We’re on a mission to connect with more Aussies through social than we ever have before.”
“Partnering with Twitch to trial a new approach sets the tone and ambition for how we want to deliver against this goal.”
“As we expand our offering into grocery and convenience delivery we’re thinking creatively about how we partner with the best media partners to speak to different audiences.”
With the convenience of a grocery delivery service, which makes fresh food available inside an hour, Twitch viewers will hopefully be inspired to cook their own meals at home or easily get healthy snacks for their gaming sessions.
The premiere of the streamer cook-off will go live on Wednesday, 15 December 2021, from 6 – 8 pm AEDT
