Uber Eats Launches New Brand Platform As It Expands Into New Categories
Uber Eats launched a new brand platform, “This Calls For,” to mark the company’s expansion into more categories, such as alcohol and personal care.
Special’s new campaign aims to increase awareness of the new categories by creating scenarios and moments that allow the brand to become synonymous with “in-instant” daily needs.
The push includes seven TVC spots which will be broadcast gradually throughout the campaign period.
The first two spots “Promotion” and “Pizza Date” feature a series of scenarios that require products to be delivered, in the moment, including getting a promotion and ordering a pizza without pineapple.
“Until now, Australians often had to wait until the next day for their groceries to be delivered, which required a lot of planning, which is increasingly difficult with the unpredictability of life in 2021,” says the senior manager. and head of marketing for Uber APAC. Lucinda Barlow.
“We’ve all discovered that the real skill of 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 what you need, when you need it, and this campaign brings that convenience message to life every day. . “
The brand’s campaign will air across Australia on channels including TV, social media, digital, radio and out-of-home advertising.
“This campaign deliberately sets a completely new tone for Uber Eats, signaling new categories, including grocery and alcohol delivery for the brand,” said Julian Schreiber, co-creative director.
“That said, it uses so many iconic aspects of ‘Tonight I’ll Eat,’ which will continue to live on as the brand’s overall platform – like the bold on-camera and doorbell announcement. that “This calls for” will become equally memorable for Australians. “
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