Uber Eats: Uber don't eats

Uber Eats, a delivery service, featured celebrities in a 60-second execution in the US to keep salient in the minds of consumers, rapidly grow its services beyond ridesharing and drive awareness of its new offer.

Summary

With the reduction in pandemic restrictions Uber Eats' needed to keep salient in the minds of consumers the availability of delivery for all kinds of products. We needed to double down on telling people that Uber Eats, notwithstanding its name, could deliver non-food items, as well as food from restaurants.

From exploratory qualitative research we developed the insight that apps had been lifelines for bridging to the physical world during the pandemic. Now, people wanted delivery services not only to continue but to expand.

Qualitative research helped shape a strong creative platform, "Don't Eats", that communicated expanded delivery, and...

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