GREY WIGGLE

Bronze Spike
TitleGREY WIGGLE
BrandUBER EATS
Product / ServiceUBER EATS
CategoryA03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantSPECIAL 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

Credits

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

Background

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.