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.

Summary

(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....

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