Uber Eats: From lazy to genius

Online food ordering and delivery platform Uber Eats increased its category preference and top-of-mind awareness in the UK with a multichannel campaign reframing takeaway delivery as a genius tool for achieving balance in busy lives.


(NOTE: This is a story about how powerful strategy can be when it embraces category taboos, so in the spirit of our strategy of 'reframing laziness', we asked AI to write the below 210 word summary):

This paper discusses the need for a new approach to food delivery advertising, as many delivery companies were promoting the same message. Uber Eats identified their key growth audiences as the "Mad Years" audience, young professionals and middle-income families who live busy lives and experience ongoing big change. These audiences spend plenty in the category, but had a lower preference for Uber Eats....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands