Uber Eats ‘Tonight I’ll Be Eating’ delivers first global campaign for the brand.

Client-side / Agency: Special Group / Taiwan Agency: Whatever

Tonight I’ll Be Eating was a global campaign for Uber Eats that launched in 2017 and lived for over five years. It was born with Uber APAC and agency Special Group, with the insight that people do not know that to cook or order for dinner between 4 to 7pm. The idea was simple: pair an unlikely combo as they announce what they’ll be eating tonight, showcasing Uber Eat’s vast menu and sparking hunger.

I was brought in after the campaign launched, and had proved successful in Australia and New Zealand. My role was to work closely with the APAC marketing team to expand it across different markets, including the continuation of the campaign in ANZ, Japan, and Taiwan. I oversaw a bit of the further expansion to LATAM and the campaign was further expanded to North America after I left Uber.

In Japan The campaign supported major milestones, including Uber Eats expanding delivery coverage to all 47 prefectures in Japan.

In Taiwan we worked with both Special Group and local agency Whatever. The commercials had over 5.9M views on YouTube within launch, and was selected the "Top 9 Best Marketing Campaigns of 2019 in Taiwan" by national magazine.

After an initial success, we brought the ‘Tonight I’ll Be Eating’ campaign to the Australia Open for a second time and third time.

Overall, the Tonight I’ll Be Eating campaign increased brand awareness by over 90% and helped Uber Eats become a market leader. Won over 50 global awards, including Cannes Lions and Campaign of the Year.  I was involved only in the iterations of the campaign presented in this page (you can Google it to find many more!)