Skip to main content
News 22 Nov 2021 - 2 min read

Uber Eats releases new brand platform: ‘This Calls For’

By Sam Buckingham-Jones - Senior Writer

"It’s one of our biggest, boldest and most complex campaigns we’ve ever launched," Head of Marketing, Uber Eats ANZ, David Griffiths, said.

Uber Eats is moving towards branding itself as a holistic grocery, self-care and alcohol delivery company, launching a new brand positioning. 

What you need to know:

  • Uber Eats has released a new brand platform, ‘This Calls For’, as it starts offering more alcohol, grocery and personal care products delivered.
  • The new campaign was created with Special Group and will run on TV, social, digital, radio and Out of Home.

 

Uber Eats has launched a new brand platform, ‘This Calls For’, as the tech company starts offering more grocery, alcohol and personal care products.

Created with Special Group, the campaign includes seven television commercials that will be steadily rolled out, as well as creative that will run on social, digital, radio and Out of Home.

Major supermarkets are reporting increases in online shopping, with Cartology, Woolworths’ retailer media business, now saying 30 per cent of shoppers buy online and in-store each month. Uber Eats says it is aiming to shorten the delivery time required.

 “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,” Senior Director and Head of Marketing APAC at Uber, Lucinda Barlow, said.

“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."

Special’s co-Chief Creative Officer, Julian Schreiber, said he hoped this campaign would become as memorable as the ‘Tonight I’ll Be Eating’ series that Uber took global.

Mi3 Special Report: Australia Post-Cookies, Post-Privacy

  • How brands including ANZ, CommBank, Adore Beauty, Little Birdie, Menulog and Westpac are racing for new privacy-compliant ways to market to customers as platform and regulatory changes bite.
  • Report covers all of Australia‘s major publishers, their strategies.
  • All major alternative IDs covered.
  • Plus marketing consultancies, tech provider and agency insights.
  • Independent Mi3 report, based on 35-plus interviews, supported by MiQ and Resolution Digital.

How brands including CommBank, Adore Beauty, Little Birdie, Menulog and more are racing for new privacy-compliant ways to market to customers as platform and regulatory changes bite.

Get ahead of the curve. DOWNLOAD THE REPORT HERE DOWNLOAD your 67-page report here.

Already a member? . Not a member? Start the process:

Download Now
Australia Post-Cookies, Post-Privacy

Share your reaction (and see how others voted)

Leave a comment (you must be logged in)

Be the first to comment

Market Voice

Search Mi3 Articles

Make it personal

Join Mi3 to receive our weekly edition and personalise your experience