Creativity Ad of the Day Home Delivery

'What even is food anymore?' asks a rebranded Uber Eats at the Super Bowl

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By John Glenday | Reporter

February 8, 2022 | 4 min read

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Uber Eats is hitting this weekend's Super Bowl with a humourous rebrand designed to draw attention to the range of non-food items it can deliver to your door from flowers to beer.

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Uber Don't Eats Super Bowl rebrand surfaces non-food delivery options

The unappetizing celebrity-backed campaign draws on the incongruity of self-deprecating famous faces as they blithely chow down on some of the inedible items Uber will now deliver to your door - including lipsticks, lightbulbs and paper towels.

American Pie actress aka 'Stifler's Mom' Jennifer Coolidge, dubious lifestyle figurehead Gwyneth Paltrow and The Daily Show host Trevor Noah are among the famous faces up for a laugh. They are shown in a series of videos as they munch on increasingly unappetizing deliveries while philosophizing on the nature of nutrition, enquiring: 'what even is food anymore?'

The unorthodox diets are designed to draw match day viewers towards a dedicated Big Game Goods Hub within the Uber Eats app from where customers across America can celebrate the game without leaving their sofa by ordering groceries, alcohol and clean-up items direct to their door.

Georgie Jeffreys, head of Uber Eats marketing, U.S. and Canada, said: “After our Super Bowl debut in 2021, we’re thrilled to return for year two with a campaign that highlights everything you can order on Uber Eats - even if you can’t eat it. "With millions of consumers ordering essentials beyond food delivery each month, we continue to remain hyper-focused on expanding into new verticals and offerings, and extending that narrative through our marketing efforts. Our Super Bowl campaign places our ‘Don’t Eats’ at the heart of the creative with a humorous twist thanks to our star-studded cast."

Developed by Special Group the creative set includes a topical Valentine's skit featuring hapless Succession favorite Nicholas Braun, who makes the most of this year's alignment between romance and sport in stomach-churning fashion to promote in-app discount deals on chocolates, bath bombs and lashings of whipped cream.

Sharing in the limelight is Paltrow's controversial Goop brand which will benefit from in-app access to an official store flogging vibrators, beauty products and more ubiquitous candles.

Creativity Ad of the Day Home Delivery

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