Tag: Tonight I'll be eating

Sydney, Australia – Uber Eats’ famous ‘Tonight I’ll Be Eating’ campaign has launched a mural design out-of-home (OOH) instalment, which is designed to appeal to families by fusing the nationally adored Irwins and global star Paris Hilton, combined with some of the world’s most iconic animals to the co-stars. 

A full-sized mural will feature socialite Paris Hilton and celebrity zookeeper family, the Irwins and be complemented by a custom pink bedazzled water bowl fit for Paris’s iconic chihuahua that will sit below the artwork for our furry friends. 

The out-of-home campaign, conceptualised alongside street poster company Revolution360, is an integral part of the latest iteration of the campaign, which has been running since 2016. This year’s campaign sees Paris Hilton and her famous chihuahuas join Australia Zoo’s Irwin family to drive fame for Uber Eats. 

Josh Fitzgerald, national sales director at Revolution360, said. “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.”

He added, “Our murals have become a popular medium for advertisers looking for something unique, bespoke and that blends into urban environments. The Uber Eats mural and custom water bowl for pets ties in perfectly with its latest campaign in an iconic Sydney location. Revolution360 is becoming synonymous with these types of blue-sky, quirky campaigns and we love working with clients to bring their creative to life.”

Hong Kong – Uber Eats’ famous campaign, ‘Tonight, I’ll Be Eating’, has just been debuted to the Hong Kong audience. This follows the latest installment that was recently released in Australia by Special Group, the brains behind the campaign, which features famous talent judge and critic Simon Cowell and Australia’s iconic household entertainment group, The Wiggles. 

The highly-awarded TIBE campaign first graced TV screens and social media platforms in 2017, which then was highly focused on the Australian audience featuring stars hailing from Australia. A big part of the campaign’s traction among viewers is its use of sarcasm and humor, basing the narrative on the featured famous star’s well-known quirk and characteristic. Some of the widely-known personalities that have already appeared on the campaign were British singer Boy George, actress Naomi Watts, and professional rugby league footballer Beau Ryan. Some of the most recent are comedian Leslie Jones and hockey legends Patrick Roy and Mario Tremblay. 

Still showcasing that trademark charm and humor, the debut in Hong Kong will be taking a different turn, where the campaign has been developed to spread the advocacy of loving and supporting local businesses. It has been named ‘Make Local Famous’ and was developed by Special Group Australia in partnership with creative group Uth Hong Kong. 

The ad features the country’s most loveable and dynamic duo, singers Joyce Cheng and Alfred Hui. Set in a lavish and stylish home, Joyce and Alfred are donning denim jackets covered in the logos of many local favorites. In the commercial, Joyce playfully irons patches of logos from some of their favorite local shops they will be ordering from. Towards the end of the scene, the duo is seen promoting many local restaurants and their food with an entire wall of televisions sitting behind them, while Alfred is seen in a classic Mary Poppins moment pulling out dishes after dishes of food out of an Uber Eats paper bag. 

Aside from the focus on local businesses, the Hong Kong installment is also flipping the traditional celebrity endorsement model on its head by picking the said duo. The ‘Make Local Famous’ campaign will see Joyce and Alfred advocate for the thousands of small and medium restaurants on Uber Eats. The campaign will also be providing a wide number of restaurant partners with ready-to-use content for them to repurpose on their owned channels.

Elisa Janiec, general manager of Uber Eats Hong Kong, said that the campaign genuinely speaks to their culture where food is a huge part of their cultural distinctiveness, with the “collision of West and East, old and new, hawker street stalls and Michelin-starred restaurants.” 

“It’s lively, creative, social, and deeply ingrained into the fabric of the city. There’s no better way to pay homage to this than to hero local restaurants and their food. Hong Kong is built around great food, and this campaign is all about celebrating that,” said Janiec. 

Ally Doube, APAC head of brand strategy & social at Uber Eats, commented, “Across APAC, we are passionate about unlocking local consumer insights to bring to life in all of our marketing, whether through brand campaigns or social ads. We are blessed with having the ‘Tonight, I’ll Be Eating’ platform at our hands, one of the most award-winning campaigns, as our creative hook. The team in Hong Kong has done an amazing job pairing it with the strongest local insight to bring to life a magical and compelling campaign.”

A mock-up of the campaign’s marketing asset on an HK tram shared by the agencies

Meanwhile, Max McKeon, Special Group Australia’s creative director, added, “Introducing the ‘Tonight, I’ll Be Eating’ brand platform in Hong Kong is in itself incredibly exciting, but to do so with Uber Eats offering up one of their biggest brand assets – celebrity – to all the local restaurants in the region makes this an especially unique way to celebrate Hong Kong culture.”

Aside from Hong Kong, the TIBE campaign has also been launched in Asian markets Japan and Taiwan. In September last year, Uber Eats and Special Group saw one of its biggest celebrity partnerships when it featured Sci-Fi icons, Star Wars’ Mark Hamill, and Star Trek’s Patrick Stewart for the campaign’s debut in the US and Canada. The ad took audiences by storm due to the spot igniting each of the franchises’ fans’ cultural debate of which is the better franchise. 

The integrated campaign in Hong Kong will air across TV, social, OOH, digital, and through restaurant partners. 

Australia – The western market’s top food delivery Uber Eats has released a new iteration of its famous ‘Tonight I’ll Be Eating’ (TIBE) campaign, and this time, it features American Got Talent’s Simon Cowell and Australia’s household entertainment group, The Wiggles.

Created with Special Group Australia, Uber and the agency have been roping in famous stars and developing tongue-in-cheek narratives that play around the stars’ trademark quirks. 

The new spot centers around Cowell’s known hard-hitting personality as a popular talent contest judge. He plays, ‘Grey Wiggle’, the latest member of the family-favorite band, and as the band jams while waiting for their Uber Eats delivery, Cowell calmly sits on the couch, dishing out on brutally direct feedback on the group’s singing. 

In the latter part, Cowell, in a sarcastic portrayal, says, “Thank you. Congratulations, I now hate music.”

https://www.youtube.com/watch?v=xnopt6QbCoY

The ‘Tonight I’ll Be Eating’ campaign franchise is now in its fifth year. first debuting in 2017. Starting out purely catered to the ANZ audience, early campaigns featured Aussie stars Naomi Watts, and professional rugby league footballer Beau Ryan, among others.

The most recent TIBE spot was launched last September 2020, which was an inaugural campaign for the North America audience. The specific spot drew in heightened excitement from the audience especially from Sci-Fi fans as it featured notable actors of the Star Wars and Star Trek franchise Mark Hamill and Patrick Stewart.

Uber Eats ANZ’s Head of Marketing David Griffiths noted that more and more, they are seeing Aussie families come into the food delivery category.

“The Wiggles are an Aussie institution and Simon was the perfect person to join the band as The Grey Wiggle. The campaign builds from week to week across all forms of traditional, digital, and social media so keep an eye out for some amazing collaborations and VIP appearances,” said Griffiths.

Max McKeon, the Uber APAC creative director at Special Group Australia, shared that the ‘Tonight I’ll Be Eating’ brand platform has made its way now to over seven different countries but that their latest campaign has brought it home again, pitting the harsh critique of Cowell against the unbending optimism of the Wiggles. 

“It not only shows what great sports everyone involved was, but every adult who’s ever had to watch the family-friendly group will automatically empathize,” said McKeon.

The agency said that more Wiggles characters are set to appear in upcoming featurettes, including fan-favorites Henry the Octopus.

The integrated campaign is already running across TV, out-of-home, radio, social, and digital, as well as owned channels.