Uber Eats serves up Kiwi celebrities’ favourite feasts in latest campaign via Special Group

What do Rachel Hunter and Dai Henwood have in common? Besides their celebrity status, they have a collective obsession with Uber Eats.

Uber Eats’ latest ‘Tonight I’ll Be Eating’ campaign developed by Special Group, pairs the two together in a luxurious and private spa-side setting in an exaggerated version of Hunter’s home. Set to a melody of spa-like flute music courtesy of Dai, they discuss what they plan to order for dinner via Uber Eats before it’s conveniently delivered straight to them. 

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The series of ads sees the stars ordering some of their favourite meals from popular restaurants, including Subway and Nandos, garnished with a sprinkling of humour that’s come to be expected from Uber Eats.

Both celebs are Uber Eats regulars, with Henwood having ordered via the food delivery app for breakfast, lunch and dinner the day before the shoot.

Says Henwood: “Ironically I had three Uber Eats orders – there are three meals in the day. I started out with a quinoa salad to keep it fresh and healthy, then during the day I went for a poke bowl. By the evening, I thought I’d gone a bit too heavy on the health foods, so I just backed that up with a solid double cheese burger to end the day. Oh, and onion rings. And the burger came with fries. I didn’t eat them all, just a few… Maybe I shouldn’t have had so many fries. Regrets, I have none.”

Steve Brennen, director of marketing, Uber Australia & New Zealand, says the new campaign is a fun play on the often dreaded what’s-for-dinner decision and hopes to inspire Kiwis to consider something beyond their go-to takeaway options:

Says Brennen: “It’s amazing how many people simply don’t know what they’re having for dinner at 5pm and we’re seeing eating behaviours change as people get busier and look for convenience and variety. Tonight I’ll Be Eating shows Kiwis it’s not just them who are looking to spice up the dinner decision and that Uber Eats is there to deliver whatever tickles their tastebuds, whenever they want to eat it.”

Kiwis have embraced online food delivery – so much so that Uber Eats data shows someone in Auckland ordered Uber Eats 438 times in 2018, while another ordered from 114 different restaurants last year. As a nation 505,595 burritos were ordered in 2018 along with more than 7 million McDonald’s Chicken McNuggets.

The New Zealand campaign follows a successful run in Australia, featuring star talent including Ruby Rose, Rebel Wilson, Naomi Watts, Boy George and more.

The spots, shot by creative agency Special Group, will run across a range of digital and on-demand platforms. Each celebrity combination has a series of different ads, from a full-length one-minute ad to a shorter 15 second clip, all relating back to the initial concepts.

The campaign will run for three months.

Uber Eats New Zealand

Retouching: The Bakery