Uber Eats announces you can get almost, almost, anything now on the platform in latest campaign via Special Australia

January 17 2023, 12:37 pm | BY Ricki Green | No Comments

Sunscreen? Sushi? Yep. WD-40? Sure. A self-slicing cucumber for Kendall Jenner? Not so much.

 

Uber Eats has enlisted the help of the world’s most high profile matriarch, Kris Jenner, her supermodel daughter Kendall, and three iconic Aussies, to announce that Australians can now get almost anything on Uber Eats… well, almost, almost anything. The new brand platform was created by Special Australia in collaboration with Hello Social and MediaCom.

With the iconic brand recently expanding its delivery offering to include food, groceries, alcohol and more, the new brand platform ‘Get almost almost anything’ seeks to herald this whilst making it very clear that there are still some things they just can’t deliver. After all, anything is a really tall order, not to mention it can’t all  fit in one of their iconic bags.

The campaign takes a refreshingly honest approach, highlighting that while you can get a lot of things on Uber Eats now, you can’t get everything. True to form, the brand leverages an unusual cohort of celebrities in surprisingly self-deprecating ways to dramatise this fact.

The campaign launches with a 60 second film showing people from all over discussing and discovering what they can and can’t get on Uber Eats. The spot stars overwhelmed new parents, sunburnt Brits, a man with a very dodgy moustache, as well as a host of diverse cultural icons such as Kendall and Kris, Abbie Chatfield, Shannon Noll and Mark Philippoussis to drive the point home.

The bold and self-deprecating admissions about Uber Eats’ incomplete offering continue in a series of 15 second ads, social films, and OOH that feature lengthy disclaimers listing almost all of the things Uber Eats can’t deliver, just so Australians will be almost entirely clear what’s possible.

Says Andy Morley, director of marketing at Uber ANZ: “This year we will continue to deepen our get “anything” offering across Uber Eats – building on our already rich range of restaurants, greengrocers, supermarkets, fishmongers, butchers, florists, to add even more retail items. While takeaway food will remain a hallmark, as our selection deepens and evolves we believe it’s time for a new brand platform to capture that. Get almost, almost anything absolutely does that job for us.”

Says Julian Schreiber, CCO/partner, Special Australia: “Being confident enough to discuss what you can’t do is a great way to create entertaining cut through about what you can do, particularly when it’s a huge new diverse offering. It delivers the message but also makes fun of all the over promises that marketing is constantly guilty of.”

Says Tom Martin, CCO/partner, Special Australia: “Saying Uber Eats delivers almost anything sounds a bit like you’re trying to get away with saying ‘Anything’ but when you add a second almost, then you know the brand is having fun with itself and consumers. That self-deprecating tone is what Uber Eats is becoming known for.”

Says Channa Goonasekara, brand lead, Uber Eats ANZ: “As consumers continue to crave convenience across all aspects of their retail journey, it’s vital that Uber Eats has a strong hold on consideration – in the same way we are front of mind when it comes to quality restaurant food. In this campaign we’re presenting a recognisable Uber Eats universe, with hallmarks like surprising celebrity cameos and the familiar audio sting of the doorbell to extend our existing world of food delivery into an impressive catalogue of everyday ordering occasions that shows you can go deeper on delivery with more e-commerce offerings on Uber Eats than ever before.”

Says Rob Frost, head of strategy at Mediacom: “It’s a truly exciting moment in the evolution of Uber Eats; both as a product and a brand. The versatility of Get Almost Almost Anything has given us great opportunity to find new and different ways to build on the existing associations consumers have with us.”

Says Maddie Marovino, director of client experience at Hello Social: “The new brand platform has opened up a world of possibilities that makes for great entertainment and channel-first creative with comprehension at its core.”

The campaign will debut during the Australian Open, coming to life across linear media, video on demand, out of home, audio, online video and social.





Uber Eats announces you can get almost, almost, anything now on the platform in latest campaign via Special Australia Uber Eats announces you can get almost, almost, anything now on the platform in latest campaign via Special Australia Uber Eats announces you can get almost, almost, anything now on the platform in latest campaign via Special Australia Uber Eats announces you can get almost, almost, anything now on the platform in latest campaign via Special Australia Uber Eats announces you can get almost, almost, anything now on the platform in latest campaign via Special Australia

CLIENT: UBER EATS
Sr. Marketing Director, APAC: Lucinda Barlow
Director Of Marketing, ANZ: Andy Morley
Sr. Marketing Manager & Brand Lead, ANZ: Channa Goonasekara
Global Creative Executive Director: Danielle Hawley
Global Creative Lead: École Weinstein
Social Media Lead, ANZ: Joshua Pickstone
New Vertical Retail Lead, ANZ:  Margot Deltour
Media Lead, APAC: Louisa Chu
Communications Director, ANZ: Peta Fitzgerald
Communications Manager, Delivery ANZ: Nick Vindin
Strategy Lead, APAC: Ally Doube

CREATIVE AGENCY: SPECIAL
Founding Partners/CEO : Lindsey Evans & Cade Heyde
Partners/CCO: Julian Schreiber & Tom Martin
Creative Directors: James Sexton, Sarah Parris, Simon Gibson & Nils Eberhardt
Lead Creatives: Simon Gibson & Nils Eberhardt, Hannah McCowatt & Laura Grimshaw
Creatives: Matt McCarron, Jack Wall & Phil Harkness, Jeff Seeff & Joel Grunstein, James Beswick
General Manager: Tori Lopez
Team Lead: Caity Cowper
Business Director: Ed Nash
Business Manager: Armaity Pavri
Group Strategy Director: Celia Garforth
Strategy Director: Kellie Box
Head Of Film Production-Lead film Producer: Sevda Cemo
Integrated Producer: Steph Wilkinson
Head Of Stills: Nick Lilley
Talent Director: Emily Stewart
Digital Producer: Stacey Szabo
Head Of Design: Adam Shear
Designer: Maggie Webster
Finished Art: Jen Bailey

MEDIA AGENCY: MEDIACOM

SOCIAL AGENCY: HELLO SOCIAL

PR AGENCY: HERD MSL

FILM PRODUCTION: GOOD OIL 
Managing Director: Matt Long
Director: Matt Aselton
Cinematographer: Crighton Bone AUS/ Benn Martenson US
Executive Producer: Juliet Bishop/ Sam Long AUS  / Zoe Odlum US
Producer: Tracey Lee Purmell AUS

POST PRODUCTION: THE EDITORS
Editor: Mark Burnett
Post Producer: Rita Gagliardi/Grace Rouvray
Colourist: Trish Cahill
Flame Operator: Hugh Seville/ Eugene Richards

SOCIAL FILM PRODUCTION: SPECIAL MADE
Social Director: Matt McCarron
Social DOP: David Guest
Social DOP: William Robertson
Asst Camera: Jake Reader
On Set Producer: Lizzie Carter
Social Editor: Ollie Knocker
Social Colourist: Shane Emmet Dunne

SOUND: RUMBLE STUDIOS
Sound Engineer: Tone Aston & Cameron Milne

MUSIC SUPERVISION: LEVEL TWO MUSIC

STILLS PRODUCTION: CHEE PRODUCTIONS

AUS SHOOT
Photographer – Christopher Tovo
Production – Chee Productions
Executive Producer – Tamiko Chee
Producer  – Freya Berentsen
Props and Styling – Laura Harris James
Make Up Artist – Pinkii
Hair Artist – Darren Summors
Digi Tech – Jake Lowe

LA SHOOT
Photographer – Christopher Tovo
Production – Chee Productions
Executive Producer – Tamiko Chee
Production Manager – Alex Rubenstein
Digi Tech – Jake Lowe