Special Australia creates, launches Uber NZ campaign

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SYDNEY, Tuesday: What do Kiwi celebs Rachel Hunter and Dai Henwood have in common? Besides their celebrity status, they have a collective obsession with Uber Eats.

Uber Eats’ latest Tonight I’ll Be Eating campaign developed by Special Group Australia pairs the two in a luxurious and private spa-side setting in an exaggerated version of Hunter’s home.

Set to a melody of spa-like flute music (courtesy of Henwood), they discuss what they plan to order for dinner via Uber Eats before it’s conveniently delivered straight to them.  

The series of ads sees the stars ordering some of their favourite meals from popular restaurants, including Subway and Nandos, garnished with a sprinkling of humour that’s come to be expected from Uber Eats.

Both are Uber Eats regulars, with Henwood having ordered via the food delivery app for breakfast, lunch and dinner the day before the shoot.

He said:: “I started out with a quinoa salad to keep it fresh and healthy, then during the day I went for a poke bowl. By the evening, I thought I’d gone a bit too heavy on the health foods, so I just backed that up with a solid double cheese burger to end the day.

“Oh, and onion rings. And the burger came with fries. I didn’t eat them all, just a few … Regrets, I have none.”

“Oh, and onion rings. And the burger came with fries. I didn’t eat them all, just a few … Maybe I shouldn’t have had so many fries. Regrets, I have none.”

Sydney-based Uber ANZ marketing director Steve Brennen says the new campaign is a fun play on the often dreaded what’s-for-dinner decision and hopes to inspire Kiwis to consider something beyond their go-to takeaway options:

Brennen said: “It’s amazing how many people simply don’t know what they’re having for dinner at 5pm and we’re seeing eating behaviours change as people get busier and look for convenience and variety.

Tonight I’ll Be Eating shows Kiwis it’s not just them who are looking to spice up the dinner decision and that Uber Eats is there to deliver whatever tickles their tastebuds, whenever they want to eat it.”

The Special Group PR release said: “Kiwis have embraced online food delivery – so much so that Uber Eats data shows someone in Auckland ordered Uber Eats 438 times in 2018, while another ordered from 114 different restaurants last year. As a nation 505,595 burritos were ordered in 2018 along with more than 7 million McDonald’s Chicken McNuggets.

Success in Oz
The New Zealand campaign follows a successful run in Australia (https://bit.ly/2HlKzjb) featuring star talent including Ruby Rose, Rebel Wilson, Naomi Watts, Boy George and more.

The ads will run across a range of digital and on-demand platforms. Each celebrity combination has a series of different ads, from a full-length one-minute ad to a shorter 15-second clip, all relating back to the initial concepts.

The campaign will run for three months.


Client: Uber Eats New Zealand
Senior Marketing Manager: Caylie Honeycombe
Head of Brand Au/NZ: Georgie Jeffries
Director of Marketing Au/NZ :Steve Brennen
Head of Comms NZ: Nicky Preston
Creative Agency: Special Group
CEO: Lindsey Evans
ECDs: Tom Martin & Julian Schreiber
Managing Partner: Cade Heyde
Creatives: Josie Fox, Michael Punton, Tom Davies, Cameron Watts
Business Lead: Tori Magill
Account Manager: Laura Little
Executive Producer: Meredyth Judd
Strategy Director: Celia Garforth
Casting Director:  Emily Stewart
Producer: Laura Midalia
Digital: Sharon Gray & Jesse McLallen
Social Media: Lachlan Stewart
Production Company: Sweetshop
Director: Damien Shatford
Producer: Llew Griffiths
Executive Producer: Loren Bradley
Managing Director: Edward Pontifex
DOP: Crighton Bone
Edit & Post Production: ARC Edit
Post-Producer: Olivia Carolan
Offline Editor: David Whittaker
Sound: Rumble Studios
Stills Production Company: Louis & Co
Photographer: Mat Baker
Art Department: Imogen Naylor
Retouching: The Bakery

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