‘uber eats encourages customers to ditch hustle culture’

Client-side / Agency: Mother / Director: Andreas Nilsson

Coming out of the Covid-19 pandemic, hustle culture had become more accelerated than ever, with various brands focusing their marketing messaging on speed and productivity. We wanted to change the negative stigma around food delivery as “lazy” while simultaneously acknowledging the global sentiment and longing to slow down. The campaign launched in October 2022, celebrating The Art of Doing Less and reframing food delivery downtime as a smart choice for personal wellbeing.

Our messaging was brought to life through TV, social, and OOH across the UK.

After introducing our new positioning to UK audiences, we set out to help people do exactly that. During football peak season, with games planned during working hours, we developed a calendar to schedule ‘important meetings’ during critical matches. Each invite was playfully disguised as a work event, and the calendar invites included reminders shortly before the games to order your Uber Eats delivery, the best match companion.

The campaign was live for eight weeks, during which we saw 20% increase in sales, during a declining post-lockdown market. This campaign also helped drive Uber Eats to its highest-ever scopes for top-of-mind awareness and preference in the UK market.