Uber Eats spotlights Grocery + Alcohol selection in new brand platform ‘This Calls For’ via Special

Technology platform Uber Eats has launched a new brand platform ‘This Calls For’ via Special Group, to celebrate the company’s move towards offering more merchant categories like grocery, alcohol and personal care in Australia.

The integrated campaign endeavours to increase awareness of the new categories by creating scenarios and moments which allows the brand to become synonymous with ‘in the moment’ every day needs.

The integrated campaign ‘This Calls For’ includes seven TVC spots which will be released incrementally throughout the campaign period. The first two spots ‘Promotion’ and ‘Pizza Date’ feature a series of scenarios that call for products to be delivered, in the moment, including getting a promotion and ordering a pizza that’s missing the pineapple.

The brand campaign will air across Australia on channels including TV, social, digital, radio, and OOH.

Says Lucinda Barlow, senior director and head of marketing APAC at Uber: “Until now, Australians have often had to wait until the next day to get groceries delivered which required a whole lot of forward planning – something which is increasingly hard with the unpredictability of life in 2021. We’ve all discovered the real skill in 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 anything you need, whenever you need it and this campaign brings that everyday convenience message to life.”

Says David Griffiths, head of marketing, Uber Eats ANZ: “We’re proud and excited to launch our latest campaign driving awareness of grocery and alcohol on Uber Eats. It’s one of our biggest, boldest and most complex campaigns we’ve ever launched. A six month project in the making where we deliberately selected and partnered with some of the best in the business to stretch the brand into real world scenarios that Uber Eats can now help solve for. The campaign is made up of a wide suite of content delivered across traditional, digital and social media.  A big thank you once again to our friends at Special Group.”

Says Julian Schreiber, co-chief creative officer, Special: “This campaign deliberately sets a completely fresh tone for Uber Eats, signposting the new categories including grocery and alcohol delivery for the brand. Having said that, it uses so many iconic aspects of ‘Tonight I’ll Be Eating’, which will continue to live on as the overall brand platform – such as the bold announcement to camera and doorbell. We hope ‘This calls for’ becomes just as memorable for Aussies.”

CLIENT: UBER EATS
SENIOR DIRECTOR, HEAD OF APAC MARKETING: Lucinda Barlow
MARKETING DIRECTOR ANZ: Andy Morley
HEAD OF MARKETING UBER EATS ANZ: David Griffiths
BRAND LEAD: Channa Goonasekara
NEW VERTICALS MARKETING LEAD: Margot Deltour
APAC STRATEGY LEAD: Ally Doube
GLOBAL CREATIVE DIRECTOR: Viktor Jacobsson

AGENCY: SPECIAL
Co-CCO/PARTNERS: Tom Martin & Julian Schreiber
APAC CREATIVE DIRECTORS: Max McKeon and Sarah Parris
CREATIVE TEAM / CREATIVE DIRECTORS: Simon Gibson & Nils Eberhardt
CREATIVE TEAM: Jeff Seeff & Joel Grunstein
CEO/PARTNERS: Lindsey Evans & Cade Heyde
HEAD OF BUSINESS MANAGEMENT: Tori Lopez
BUSINESS DIRECTOR: Caity Cowper
BUSINESS MANAGER: Dharsh Sundran
STRATEGY PARTNER: Dave Hartmann
GROUP STRATEGY DIRECTOR: Celia Garforth
HEAD OF FILM PRODUCTION AND EXECUTIVE PRODUCER: Sevda Cemo
INTEGRATED PRODUCER – SOCIAL: Stephanie Wilkinson
PRODUCTION COORDINATOR: Fiona Dunn
STILLS PRODUCER: Sonia Ebrington
DIGITAL PRODUCER: Stacey Szabo
HEAD OF DESIGN: Adam Shear

PRODUCTION COMPANY: REVOLVER
DIRECTOR: Steve Rogers
CINEMATOGRAPHER: Lachie Milne
MANAGING DIRECTOR: Michael Ritchie
EXECUTIVE PRODUCER: Pip Smart
PRODUCER: Caroline Kruck
EDIT HOUSE: The Editors
EDITOR: Alexandre de Franscheschi
POST PRODUCER: Liv Reddy
POST PRODUCTION: The Editors
COLOURIST: Ben Eagleton
SOUND STUDIO: Rumble Studios
SOUND ENGINEER: Tone Ashton, Cameron Milne, Liam Annert
PHOTOGRAPHER: Danny Eastwood
PHOTOGRAPHY PRODUCTION CO: Pool Collective
EXECUTIVE PRODUCER: Cameron Gray
PHOTOGRAPHY ART DIRECTOR: Cherith Crozier
RETOUCHING: Cream Electric Art