Title | GREY WIGGLE |
Brand | UBER EATS |
Product / Service | UBER EATS |
Category | A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant | SPECIAL Sydney, AUSTRALIA |
Idea Creation | SPECIAL Sydney, AUSTRALIA |
Media Placement | MEDIACOM Sydney, AUSTRALIA |
PR | HERD MSL SYDNEY, AUSTRALIA |
Production | FINCH Sydney, AUSTRALIA |
Production 2 | CHEE PRODUCTIONS Sydney, AUSTRALIA |
Post Production | ARC EDIT Sydney, AUSTRALIA |
Post Production 2 | RUMBLE STUDIOS Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Lucinda Barlow | Uber | Marketing Director APAC |
ANDY MORELY | Uber | HEAD OF MARKETING UBER, ANZ |
DAVID GRIFFITHS | Uber | HEAD OF MARKETING, UBER EATS ANZ |
CHANNA GOONASEKARA | Uber | Marketing Manager |
Ally Doube | Uber | Strategy Lead |
Lindsey Evans | Special Group Australia | CEO |
Cade Heyde | Special Group Australia | CEO |
Julian Schreiber | Special Group Australia | Chief Creative Officer |
Tom Martin | Special Group Australia | Chief Creative Officer |
Max Mckeon | Special Group Australia | Creative Director |
Josie Fox | Special Group Australia | Senior Creative |
Harry Stanford | Special Group Australia | Senior Creative |
Lachlan Stewart | Special Group Australia | Social Lead |
Tori Lopez | Special Group Australia | Head of Business Management |
Caity Cowper | Special Group Australia | Business Director |
Celia Garforth | Special Group Australia | Group Strategy Director |
Sevda Cemo | Special Group Australia | Head of Film & Content / Executive Producer |
Nick Lilley | Special Group Australia | Head of Stills and Digital Production |
Steph Wilkinson | Special Group Australia | Social Producer |
Stacey Szabo | Special Group Australia | Digital Producer |
Fraser Kelton | Special Group Australia | Editor (social) |
Alex Roberts | Finch Company | Director |
Andrew Commis | Finch Company | Cinematographer |
Loren Bradley | Finch Company | Executive Producer |
Nick Simkins | Finch Company | Producer |
Lucas Baynes | Arc Edit | Editor |
Christopher Tovo | Chee Productions | Photographer |
By 2020, the Online Food Delivery category was maturing and growth slowing. As market leader, Uber Eats needed to find new sources of growth beyond its existing heartland audience of urban young professionals, where penetration had almost peaked. Suburban families not only represented the last opportunity for growth, but are higher value customers with larger average ‘basket sizes.’ The problem was, families didn’t think it was a ‘brand for them,’ in part due to the deliberate way the brand’s ‘Tonight, I’ll be Eating’ creative platform had been developed to appeal to a younger audience, who have a very different relationship with the category. This gave us a clear brief for 2021 brand marketing - Evolve the ‘Tonight, I’ll be eating…’ brand campaign to appeal to families (whilst not alienating our heartland audience). Objectives - - Build brand affinity with families. - $0.50 increase in average 'basket value' from family orders.