UberEATS launches first Australian brand campaign via Special Group + Glue Society
Get ready to hear what people are having for dinner tonight. Because that’s the hot topic at the centre of UberEATS first brand campaign in Australia via Special Group and The Glue Society.
Featuring the likes of a fried-chicken-crazed Naomi Watts, vegan delight Boy George and spaghetti lover Ryan Maloney of ‘Neighbours’ fame – UberEATS are on a mission to inspire anyone out there who is scratching their head wondering – ‘What to eat tonight?’
Says Dave Hartmann, Special Group: “It’s a question we all ask ourselves every day. And one we often draw an uninspired blank on. In fact, according to UberEATS research, come 5pm each day more than 1 in 3 Aussies don’t know what they are eating for dinner that night. And when it comes to the crunch, I think most of us will admit to just defaulting to the same old options…or whatever’s wilting in the fridge.”
To give Australia a little encouragement, UberEATS has called on some well-known and beloved personalities to tell us what they’ll be eating for dinner. The campaign provides a voyeuristic journey inside the appetites of
celebrities, inspiring people to broaden their culinary horizons and explore the magic of UberEATS.
Says Steve Brennen, marketing director, Uber Australia: “UberEATS makes it simpler than ever before for Australians to access an incredible array of restaurant quality food delivered to their door quickly and reliably.
“This newfound choice is proving super popular with a large and fast growing number of Australians, and we wanted to celebrate this with a fun and humorous campaign featuring some well-loved faces.
“Every day we get to partner with thousands of restaurants across Australia, who cater to a wide variety of tastes right across the country, and we’re pleased to put some real local favourites front and
centre in the campaign.”
The campaign features Naomi Watts ordering a Cheezus Sandwich in her dressing gown, while Boy George chows down on Poke Bowl, and Beau Ryan relaxes in the bath with Chicken McNuggets. Ryan Kwanten, Nic Naitanui, Sophie Monk, Ryan Maloney, Poh Ling Yeow, and Peter FitzSimons will also feature in the campaign.
Says Watts: “After a long day at work, gliding down staircases and tousling my hair, there’s nothing I appreciate more than a cheesy treat… Tonight, I’ll be eating a triple cheese stack with fries. Simply award-winning.”
The campaign will kick-off with a series of nine x 15 second TV spots and online films, each featuring a different celebrity, proudly declaring their local dinner choices. The creative has been tailored to each city’s restaurant options, across Sydney, Perth
and Brisbane. This will be supported by OOH, radio, digital, direct and PR, as well as a host of live social media activations, media partnerships, traffic-read integrations and culture hacks featuring celebrities and influencers.
UberEATS
Chief Marketing Officer -Steve Brennen
Campaign Lead – Georgie Jeffreys
Restaurant operations – Harriet Johnston
Digital marketing – Rachel Minster
Owned media – Maddie Hallett / Ryan Reynolds
Connections strategy – Andy Morley
Special Group Australia
Team leads – Lindsey Evans & Cade Heyde
Strategy – Dave Hartmann & Celia Garforth
Campaign Creative Direction – Georgia Arnott
Art direction & design – Emma Morton & Jesse McLallen
Copywriting – Jack Nunn & Mark Starmach
Account Management – Rebecca Ingham & Rose Eccleshare
Film production – Meredyth Judd
Digital, social & print production – Sharon Gray, Nick Lilley & Laura Midalia
The Glue Society
Concept, Writer and Direction- Pete Baker
Editor – Luke Crethar
Head of Creative Projects – Luke McKelvey
Post production management -Scott Stirling
Revolver/ Will O’Rourke
Executive producers – Michael Ritchie & Pip Smart
Director – The Glue Society’s Pete Baker
Producer – Nicole Crozier
DOP – Russell Boyd
Production Design – Lucinda Thomson
Flint
Photographer – Jonathan May
Executive Producer – Tim Berriman
POEM
PR and influencer strategy
Mediacom
Strategy & Management – Mike Deane + Chelsea Dominski 
33 Comments
not so special
Boy George is the cutiest little thing ever. The teddy bear behind, lol and those EYES.
at saying nothing with a massive budget. What a Shame.
Wow, was it hard to make all those actors look like they can’t act.
Surprisingly flat performances, not very special at all.
Just. Wow.
Genuinely, one of the worst things I have ever seen. And with a budget like that? This should be a career ender for all involved.
Who ordered this?
These are so bad that I feel like I have to now stop using Uber Eats – I cannot support any brand that makes work this bad.
The marketing team are awful . Really bad.
Still, shame on Special for allowing this poop to get made and at an eye-watering cost no doubt. Embarrassing.
It’s like the new cast of “I’m a B grade celebrity, get me outta here”
now that juniors is what you don’t do…all the so called “senior’ people involved should really know better, it’s rubbish.
to make me physically disgusted while trying to sell me food
Agree with @they’re horrible (10.46)
Was Naomi reading off an auto-cue?
These are terrible, enough to give you food poisoning.
Saw the Naomi one on air last night. I was simply stunned at how you can produce such shit with her in front of the lens. Everyone involved should hang their collective heads in shame.
Naomia reading off an autocue, mind you there was a lot of tricky dialogue and one has to take into account she is pretty new to the business.
The Revolver/ Will O’Rourke and The Gluesociety produced this? Really!
Simply one of the worst things I’ve ever seen.
what a great bunch of ads
How do you take a simple but brilliant product like UberEats and produce this utter tripe to advertise it.
I honestly don’t think I have ever said this before, but every single person involved in this should be utterly ashamed. To produce something this bad, literally every single person – agency and client side – has failed in their jobs at every step on the process.
These are terrible.
Despite what all the haters here are saying, it was great working with you again Pete. Thx for the opportunity.
Sometimes being totally bad is a good thing.
That wasn’t one of them.
…that they put the full credits on.
Every single aspect is so bad it actually defies belief.
Terrible, unimaginative, uninspiring and flat art direction. And that’s the best part.
Short, funny and client’s name punched in well. Campaign will work.
This would have been better: https://m.youtube.com/watch?v=h-z5T8meC84
Sophie Monk actually turns me off eating. Ever.
Fuck Uber
Use a real Taxi Driver
Fuck Light and Easy
Fuck the Instagram Influencers
This generation just gets lazier and lazier, and you lot are encouraging them.
LOL, OMG, YOLO…what a crock of shit
I agree they’re short, and the client’s name is in there. But they are definitely not funny.
This campaign will only work if the media spend is big.
It’s that bad, I can only assume the agency was forced into this position.
Commiserations to the creatives.
So so bad. That’s what happen in a suit lead agency pretending to be creative.
And lead by creative lead G.A. So bad…
With that amount of creatives surely someone should have noticed how bad the photos and the type are. Seriously offensive typography on very bland pictures and as for the film did anyone not think it might be an idea to at least cover how bad the idea is by lighting it well?
No wonder clients are pulling budgets when they get served up this rubbish.
I hope all the haters on here watched gruen last night…
https://iview.abc.net.au/show/gruen
This campaign absolutely killed it in market, and great to see the experts all validating this.
Very smart campaign, and hopefully a lesson for some of you that the role of ads is to grow a business and build a brand, not ja self-indulgent attempt at a short film.
Can you please organise Christopher Pine to do an ad.