The Pickle - Uber Eats
Resetting consumer thinking to launch a new vertical
The challenge
Uber Eats’ celebrity-studded campaigns meant they’re synonymous with delivering restaurant food.
But Aussies didn’t realise everything from apples to pet food and vodka became available via the app in 2021, with awareness of Uber’s “Grocery, Convenience and Alcohol” offering at just 35%.
In the words of Uber Eats’ Head of Marketing, David Griffiths:
“It’s handicapped us in terms of people thinking Uber is only for food… Our job as marketers is to reset that thinking, transform all of that brand association with online food delivery and take it into groceries and alcohol.”
The insight
For this to work, you have to cast your mind back to the end of COVID!
Our key audience group were metro-based 18-35 YOs. As the country emerged from lockdown, they were ready to entertain again – but nervous about returning to normality.
With visitor restrictions lifted, more guests meant more unexpected situations – namely at the dinner table.
Forget FOMO, our research uncovered a new cultural phenomenon, FOHPO – Fear Of Having People Over.
The idea
Is it a bird, is it a plane? No it’s a giant, flying pickle!
With the majority of the adult population ‘in a pickle’ over hosting dinner parties, we made Uber Eats synonymous with on-demand groceries by coupling a strong news hook with a show-stopping stunt.
Picture the scene: 11am and peak time at Australia’s most iconic beach, Bondi. Surfers, joggers and families look up to a mysterious flying object as it breaks cloud cover.
Uber Eats took to the skies on National Pickle Day (14 November), flying a seven-metre-long, 350kg salty delicacy across Sydney’s famous beaches and iconic skyline.
The scene was set for a simple message and CTA:
In a pickle? Uber Eats will get you out of it
The results
Earned media:
Coverage KPIs exceeded by 565% (233 pieces of media coverage vs. KPI of 35), with a reach of 87.2million
82% tier 1 outlets, with highlights including a 5+ minute segment on Sky News, TV coverage on 9 News across two days, a national syndication on news.com.au, The Courier Mail, Mail Online and coverage on ABC’s primetime entertainment show ‘The Gruen Transfer’
Strategic in-depth interviews conducted with B2B sites including RetailBiz, Convenience World and Mumbrella, cementing Uber Eats’ vision as the home of groceries
95% positive sentiment across print, TV, online and social coverage
89% key message penetration across print, TV, online and social coverage
63% of coverage appeared in Uber Eats’ key markets: NSW, VIC or nationally
Brand outcomes:
Awareness: 29% increase in coverage clips for Uber Eats (Month on month: October to November)
New Customer acquisition: 44% of orders on 14-15 November were from first time grocery users, demonstrating the two key days of earned media coverage directly contributed to consideration and conversion
Business deliverables:
Brand reputation: Reputation score KPI exceeded by 266% (increase of 11 points MOM vs KPI of 3 points from October to November) on Meltwater
First orders were up 200% WoW
Gross bookings were up 242% WoW
The average basket size was 74% up from the previous week
One merchant had a 420% WoW gross booking uplift