Uber Eats: The Grey Wiggle

Meal ordering app Uber Eats appealed to families struggling with the decision-making dilemmas of takeaway night with the humorous Grey Wiggle campaign in Australia.

Campaign details

Title: UBER Eats: The Grey WiggleBrand: UBER EatsProduct: UBER EatsIdea: SpecialCountry: Australia

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months - 12 monthsAUSTRALIANon-specificParents & familiesMiddle$16,826,467 over 16 weeks

Objectives

Business objective: More families ordering more food from Uber Eats (fig. a)

KPIs:

  • 1 million additional family orders
  • +12% uplift in organic family acquisitions (i.e. not driven by sign-up promo)
  • +2% uplift in revenue
  • +2% uplift in average basket size

Marketing objective: Improve mid-funnel brand health metrics with families...

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