Uber Eats Australia: Tonight, I'll be eating – how a long-term idea transformed a tech business into a marketing brand

Uber Eats Australia created the long-term 'Tonight, I'll be eating...' campaign to drive business and become number one in the online food delivery (OFD) category.

Executive summary

In five years, Uber Eats Australia has gone from fourth-to-market start-up bet inside parent-brand Uber (known for rideshare), to #1 online-food-delivery (OFD) brand - in the process, upheaving entrenched takeaway behaviours to create a new, ubiquitous category.

Ruthless commitment to consistent, long-term brand marketing through the 'Tonight, I'll be eating...' platform was pivotal to this success, establishing the brand's distinctive assets from scratch and creating sustained, market-leading salience and acquisition growth. Despite increasing competition, the campaign has delivered compounding value and higher ROI each time it runs.

What was the strategic communications challenge?

2010 - 2015, Online food...

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