Brand Strategy Uber Eats Australia

Kris and Kendall Jenner front Uber Eats Australia’s latest push for market domination

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By Danielle Long, Acting APAC Editor

January 17, 2023 | 5 min read

Uber Eats has enlisted Kris and Kendall Jenner to help launch the brand's new positioning as it transitions away from its long-running 'Tonight I'll be eating positioning".

Uber Eats Australia

Kendall Jenner fronts Uber Eats Australia's new brand platform

The delivery platform, which launched in Australia in 2016, has enlisted the Jenners, along with a handful of Aussie celebrities, to showcase the brand's expanded delivery offering, which now includes food, groceries, alcohol and more.

The new brand platform 'Get almost almost anything' aims to highlight the expanded service while acknowledging that Uber Eats still can't deliver some things.

The campaign, which Special Group created in collaboration with Hello Social and MediaCom, features the brand's trademark mix of celebrities employing self-deprecating humour.

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Andy Morley, director of marketing at Uber ANZ, said: "This year we will continue to deepen our get "anything" offering across Uber Eats - building on our already rich range of restaurants, greengrocers, supermarkets, fishmongers, butchers, florists, to add even more retail items. While takeaway food will remain a hallmark, as our selection deepens and evolves we believe it's time for a new brand platform to capture that. Get almost, almost anything absolutely does that job for us."

Uber Eats Australia

Julian Schreiber, CCO & Partner of Special, said, 'Being confident enough to discuss what you can't do is a great way to create entertaining cut through about what you can do, particularly when it's a huge new diverse offering. It delivers the message but also makes fun of all the over promises that marketing is constantly guilty of."

The campaign comes as Australia's food and grocery delivery market undergoes significant changes as it matures. Last year, British-owned delivery giant, Deliveroo, pulled out of the Australian market after six years in operation, citing "challenging economic conditions". Meanwhile, food delivery service VOLY also withdrew from the market in November, blaming economic uncertainty.

The high concentration of big players in the Australian market has created a competitive landscape. Figures from last year revealed Uber Eats remained the market leader with around 53% market share, ahead of rival Menulog at 20%. Deliveroo held about 12% share, which is believed to have been shared among rivals, including Door Dash and HungryPanda.

Research from Roy Morgan revealed over 7 million Australians use food delivery services, which equates to almost one-third (33.4%) of the population aged 14-plus; this has increased from 3.6 million in 2020. According to the same research, Uber Eats is used by 3.5 million Australians, up from 2.3 million in 2020, confirming its position as the clear market leader.

It's a position this latest campaign aims to solidify as the brand showcases its ability to deliver more than takeaway meals.

Channa Goonasekara, brand lead at Uber Eats ANZ, said: "As consumers continue to crave convenience across all aspects of their retail journey, it's vital that Uber Eats has a strong hold on consideration - in the same way we are front of mind when it comes to quality restaurant food.

"In this campaign we're presenting a recognisable Uber Eats universe, with hallmarks like surprising celebrity cameos and the familiar audio sting of the doorbell to extend our existing world of food delivery into an impressive catalogue of everyday ordering occasions that shows you can go deeper on delivery with more e-commerce offerings on Uber Eats than ever before."

Uber Eats Australia campaign

The campaign features Aussie celebs, Tennis star Mark Philippoussis, singer Shannon Noll and radio presenter Abbie Chatfield, alongside the world's most famous matriarch and her supermodel daughter.

The campaign launches during the Australian Open and runs across TV, OOH, VOD, digital, social and audio platforms.

Brand Strategy Uber Eats Australia

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