Uber Eats: Tonight, I'll Be Eating...

Celia Garforth

Uber Eats, an online food delivery brand, invested in long-term brand building in Australia and established a new catchphrase to grow the category by building the brand.

Campaign details

Brand: Uber Eats Brand owner: Uber Technologies Entrant company: Uber EatsIdea creation: Special Sydney Market: Australia Sector: Restaurants & takeaways Media channels: Online display, Online video, Cinema, Outdoor, Out-of-home, Radio & audio, Social mediaBudget: Over 20 million

Executive summary

In just five years, Uber Eats Australia has gone from fourth-to-market tech start-up bet inside parent-business Uber (known for rideshare), to the most valuable brand in a new, ubiquitous online food delivery (OFD) category with strong majority market-share. In the process garnering whole-of-organisation...

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