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Uber: Rebel / Ruby Ingredients


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Rebel Wilson, Ruby Rose, Lee Lin China and Ray Martin star in the latest Uber Eats campaign from Sweetshop's Nick Kelly and Special Group Sydney
With the insight that more than one-in-three meals ordered via an online food delivery platform are shared specifically with friends, Uber Eats has paired Aussie icons together for its second campaign installment via Special Group, including home-grown Hollywood stars Rebel Wilson with Ruby Rose, and queen of news Lee Lin Chin with the king of current affairs, Ray Martin.

Says Steve Brennen, marketing director, Australia and New Zealand, Uber: "Last year's launch of our first ever marketing campaign for Uber Eats - 'Tonight, I'll be eating' - drew from the insight that one-third of Australians still do not know what they're having for dinner between 4-7pm. Touching on this human truth made the campaign highly effective in building brand awareness and helping inspire Aussies across the country to decide what to have for dinner tonight.

WATCH THE REBEL / RUBY TACO SPOT: https://www.youtube.com/watch?v=v1YZFfpbcvs&feature=youtu.be

WATCH THE REBEL / RUBY INGREDIENTS SPOT: https://www.youtube.com/watch?v=4rO0_DNFByk&feature=youtu.be


WATCH THE LEE / RAY CHESS SPOT https://www.youtube.com/watch?v=RvMGpdhPjEc&feature=youtu.be


"We're excited to bring the campaign back in market with fresh, new personalities and partners. We know that the way food is being consumed is rapidly changing, we're time poor and looking for convenient and affordable ways to make our lives easier. What hasn't changed is who we like to share our meals with - our family and friends. This second iteration of the campaign speaks to the occasion of sharing a meal with loved ones."

'Tonight, I'll be eating' will launch with a series of 30 individual television commercials, 15-second TV spots, each featuring a different celebrity, proudly declaring their local dinner choices featuring Nandos, Guzman y Gomez and I Love Pizza to name a few. The creative has been tailored to each city’s restaurant options, and will also include over 20 individual radio commercials.

Uber Eats restaurant partner Guzman y Gomez (GYG) is prominently featured in the campaign, with Rose and Wilson discussing a tongue-in-cheek version of what they will be eating for dinner tonight.

Says Lara Thom, chief marketing officer, GYG: "I can't actually remember the last time I watched an ad and laughed out loud. Ruby and Rebel's 'Tonight, I'll be eating' campaign is the perfect brand fit for GYG and Uber Eats, they're real, authentic and hilarious. It's always important for GYG to keep it real and this campaign just feels right, our customers will get it too, this TVC and execution could not be more on brand for GYG. We're proud of our partnership with Uber Eats as we deliver record numbers of burritos, nachos and tacos across Australia. I have no doubt a few more will be trying GYG as a result of this brilliant campaign.”

Says Tom Martin, executive creative director, partner, Special Group: "We're especially excited about the second year of the 'Tonight, I'll be eating' campaign. Not only because they are great to make but because this is a campaign that taps into popular culture to inspire Aussies to decide what they'll be eating for dinner - and we think this could go on for many many years.”

Nick Kelly, Director at Sweetshop said, “I loved the idea of pairing these celebrities and playing around with that chemistry. It’s always interesting to see how self deprecating they’re willing to be. Telling Ray Martin to say ‘peach bubble tea’ over and over was also oddly satisfyingly."
The campaign will be supported by OOH, radio, digital, direct and PR, as well as a host of live social media activations, media partnerships and traffic-read integrations.
Credits Other credits

Client - Uber

Director of Marketing - Steve Brennen

Head of Strategy & Planning - Andy Morley

Head of Brand & Campaigns - Georgie Jeffreys

Eats Senior Marketing Manager - Rebecca Kemp

Eats Marketing Manager - Harriet Johnston

Consumer Communications Lead - Megan Smith



Creative Agency - Special Group

Executive Creative Directors - Tom Martin & Julian Schreiber

Creatives - Josie Fox & Michael Punton

Planning Director - Celia Garforth

CEO - Lindsey Evans

Managing Partner - Cade Heyde

Business Lead - Rebecca Ingham & Tori Magill

Account Manager - Stephanie Wilkinson

Executive On-Screen Producer - Meredyth Judd

Casting Producer - Emily Stewart

Producer - Laura Midalia

Digital Producer - Sharon Gray

Senior Digital Creative - Jesse McLallen



Production - Film

Production Company: Sweetshop

Director: Nick Kelly

Producer: Llew Griffiths

Executive Producer: Loren Bradley

Managing Director: Edward Pontifex

Edit & Post Production: ARC EDIT

Editorial & Post Producer: Olivia Carolan

Editor: David Whittaker

Edit Assistant: Lucas Baynes

Editorial Coordinator: Raphaëlle Saïd

Colourist: Billy Wychgel

Flame Operator: Karen Fabling

Grade and Online Assistant: Josh Alex Lay

Sound and mixing - Rumble



Production - Stills

Production Company - Louis & Co

Photographer - Mat Baker

Producer - Louis Molines

Art department - Imogen Naylor

Retouching - The Bakery



PR agency - Sling & Stone

Head of Consumer - Kasi Reynolds

Account Director - Hannah Jackson

Account Director - Alana Theodor

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