Uber Eats releases new brand platform: ‘This Calls For’

News 22 Nov 2021 - 2 min read

Uber Eats releases new brand platform: ‘This Calls For’

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Tags: Uber Uber eats Special Group

Uber Eats is moving towards branding itself as a holistic grocery, self-care and alcohol delivery company, launching a new brand positioning.

What you need to know:

Uber Eats has released a new brand platform, ‘This Calls For’, as it starts offering more alcohol, grocery and personal care products delivered.
The new campaign was created with Special Group and will run on TV, social, digital, radio and Out of Home.

Uber Eats has launched a new brand platform, ‘This Calls For’, as the tech company starts offering more grocery, alcohol and personal care products.

Created with Special Group, the campaign includes seven television commercials that will be steadily rolled out, as well as creative that will run on social, digital, radio and Out of Home.

Major supermarkets are reporting increases in online shopping, with Cartology, Woolworths’ retailer media business, now saying 30 per cent of shoppers buy online and in-store each month. Uber Eats says it is aiming to shorten the delivery time required.

“Until now, Australians have often had to wait until the next day to get groceries delivered which required a whole lot of forward planning - something which is increasingly hard with the unpredictability of life in 2021,” Senior Director and Head of Marketing APAC at Uber, Lucinda Barlow, said.

“With groceries, alcohol and more on the platform Uber Eats helps you get anything you need, whenever you need it and this campaign brings that everyday convenience message to life."

Special’s co-Chief Creative Officer, Julian Schreiber, said he hoped this campaign would become as memorable as the ‘Tonight I’ll Be Eating’ series that Uber took global.