The Uber Eats ‘Tonight, I’ll Be Eating’ campaign is known to bring together the most unexpected celebrity pairs to make them famous for food delivery.
In May this year, Uber Eats set out to strengthen its appeal to a key audience - families - with the help of one of Australia’s most loved families, the Irwins, who solicited the help of American socialite Paris Hilton.
The joint Paris-Irwin campaign, part of the ‘Tonight, I’ll Be Eating’ brand platform, which launched in 2017, builds on the previous Grey Wiggle featuring Simon Cowell as the latest member of the family-favourite band.
Head of marketing for Uber Eats ANZ, David Griffiths, said: “Last year we delivered one of the top performing global marketing campaigns for Uber with 'The Grey Wiggle' (feat. Simon Cowell & The Wiggles), showing the unexpectedly joyful moments that Uber Eats can kindle for Aussie families."
The campaign features Hilton, with her beloved chihuahuas, joining the Irwins at Australia Zoo as their newest zookeeper.
Throughout the campaign, humorous chaos arises from Hilton's blasé attitude, trying the patience of the down-to-earth, hard-working Irwins.
The campaign is supported across TV, out-of-home, radio, social, digital and owned channels.
Kellie Box, strategy director at Special, says that takeaway nights in Australia aren’t synonymous with Uber Eats, and therefore partnering with a highly regarded family to break bread helped to leverage a successful campaign.
“In order to win a greater share of the family takeaway night occasion, we tapped into a truth that every family knows too well. Living together ain’t always easy, but there is nothing like sitting down and literally breaking bread together to set aside any family tensions.
“The campaign leveraged the unexpected celebrity clashes of our ‘Tonight, I’ll Be Eating’ platform to show how no matter their differences, Uber Eats brings families together.
"As the most iconic Aussie family, the Irwins and their home at Australia Zoo became the perfect setting to introduce another animal lover of a different kind; Chihuahua-loving Paris Hilton. As a disruptive outsider, she ruffles feathers both at the zoo, and within the Irwin family, resolving them with an Uber Eats order of course.
“The brand campaign was accompanied by a bespoke weekly retail offer ‘Family Savers’ promoted across the campaign period and targeted at the family audience.”
Creative director at Special, Sarah Parris: “This year the ‘Tonight, I’ll Be Eating’ brand platform brings together two animal loving entities from polar opposite worlds.
"Throughout the campaign, the difference in their approach to their animals takes us through a rollercoaster of squabbles, heartbreak, good intentions and mishaps - all of which any modern Aussie family can relate to.”
Griffiths at Uber Eats ANZ: "We’re appealing to families by fusing the nationally adored Irwins and global star Paris Hilton. If that instantly iconic pairing wasn't enough, we've also included some of the world’s most iconic animals to co-star, from crocodiles, to giraffes, to snakes and chihuahuas!
"With a continued focus on social entertainment and a new retail conversion layer, this is set to be our biggest campaign launch to date."
The campaign generated such nation-wide success that Uber Eats then partnered with Revolution360 for an out-of-home ‘Tonight I’ll Be Eating’ mural campaign featuring a custom pink water bowl for the dogs of Bondi.
Josh Fitzgerald, Revolution360’s national sales director: “The Uber Eats campaign has been a fun one to work on. The creative challenge was to showcase a clash of cultures while highlighting a common interest – the Irwins and Paris Hilton aren’t the traditional pairing but their shared love of animals connects them.
"We wanted to create an out-of-home offering that was as non-traditional as the campaign talent and that would offer a moment of surprise and delight for our furry friends and their humans.
“Our murals have become a popular medium for advertisers looking for something unique, bespoke and that blends into urban environments.”
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