Kim Kardashian’s order is NOICE! in Uber Eats’ new ‘Tonight I’ll Be Eating…’ TVC via Special Group


Legendary Aussie character Sharon Strzelecki and global superstar Kim Kardashian West are the latest icons to front the Uber Eats ‘Tonight, I’ll be eating’ campaign via Special Group Australia. The newest installment of the long-running platform sees Sharon share her friendship with Kim, ordering Uber Eats together after netball training.


Says Georgie Jeffreys, head of marketing APAC, Uber Eats: “This is the third year of the “Tonight, I’ll be eating” campaign and we’re thrilled to have stars of Magda & Kim’s calibre involved. Being able to leverage world-class talent while maintaining our iconic Australian flavour to hero 12 of our top restaurant partners is important to us and a key part of our campaign construct. We’re delighted at the response we’ve already received and are excited to drop even more Sharon and Kim creative very soon.”

Says Magda Szubanski, creator of Sharon Strzelecki: “With both elite netball and indoor cricket commitments to juggle, Sharon doesn’t normally agree to starring in commercials. But with a concept and scripts as funny as these, she jumped at the chance.”

Says Tom Martin, ECD and partner, Special Group: “It’s a testament to the amazing team at Uber Eats who constantly push where this campaign can go. We hope the public love ‘Sharon & Kim’ and look forward to producing more exciting work for Uber Eats in the near future.”

Says Julian Schreiber, ECD and partner, Special Group: “Pulling this one off came with an extra degree of difficulty. But thanks to both Kim and Magda’s willingness to have fun with their personas and really embrace the situation – the ads turned out very noice.”

With more to come in the following weeks, the campaign will also be supported by OOH, social, radio, digital, direct and PR as well as media partnerships and traffic-read integrations.

Client – Uber Eats

Head of Marketing, APAC – Georgie Jeffreys
Brand and Campaigns Lead, ANZ – Rebecca Kemp
Social Marketing Lead, ANZ – Tim Broxup
Marketing Associate ANZ – Josh Pickstone

Creative Agency – Special Group Australia

Executive Creative Directors – Tom Martin & Julian Schreiber
Creative Directors – Jack Nunn & Nils Eberhardt
CEO – Lindsey Evans
Managing Director – Cade Heyde
Team Lead – Tori Lopez
Account Manager – Stephanie Wilkinson
Producers: Christina Wilmot, Nick Lilley
Casting Director: Emily Stewart
Social Lead: Lachlan Stewart
Digital Production: Jesse McLallen, Sharon Gray

Production – Film:

Production Company: Sweetshop
Director: Nick Kelly
Executive Producer: Llew Griffiths
Managing Director: Edward Pontifex
Edit & Post Production: ARC EDIT
Editor: David Whittaker
Editorial & Post Producer: Jessica Calvert
Colourist: Billy Wychgel
Flame Artist: Heather Galvin
Sound and mixing: Rumble
Social / BTS production: Brightworks
DOP: Jon Chema

Production – Stills:

Production Company: Louis & Co
Photographer: Mat Baker
Producer: Louis Molines
Retouching: The Bakery Retouching
Art department: Imogen Naylor

Kim Kardashian’s order is NOICE! in Uber Eats’ new ‘Tonight I’ll Be Eating…’ TVC via Special Group