Uber Eats was going through a business transformation, expanding their offering to deliver much more than just takeaway food within the next hour. However, after 6 years of successful ‘Tonight, I’ll be eating’ campaigns, Uber Eats was famous for delivering takeaway food.

And so we were briefed to retire the famous ‘Tonight, I’ll be Eating’ platform after five years and reposition Uber Eats as a delivery service where you can get anything you want on demand. Takeaway, booze, last minute groceries, treats for your fur baby and everything in between.

Introducing our new Uber Eats brand platform, ‘Get, Almost, Almost Anything’  

While Uber Eats may be on a mission to get anything, they will never really be able to deliver absolutely anything. After all, anything is a really tall order, not to mention it certainly can’t all fit in one of their iconic bags. 

‘Get, Almost, Almost Anything’ is a self-deprecating admission that we can’t deliver absolutely everything. But we do deliver a hell of a lot, and we’re always adding more.

Does Uber Eats deliver horses? Unfortunately not. Nor did they have a never-ending wheel of delicious vintage Brie from the North of France. They only had the regular kind of delicious vintage Brie from the North of France

The launch campaign ran across TV, OOH, Social and Activation.