CLIENT
Uber Eats Australia
1. Ally Doube - APAC Strategy Lead
2. Georgie Jeffreys - Head of Marketing
3. Andy Morley - Marketing Director
AGENCY
1. Celia Garforth - Group Strategy Director
2. Tom Martin - CCO
3. Julian Schreiber - CCO
4. Cade Heyde - Co-CEO & Founder
MediaCom Sydney
1. Lynsey Mogridge - Group Client Director
2. Tim Hull - Strategy Director
SUMMARY
In five short years, Uber Eats Australia has gone from a start-up bet, riding the coat-tails of parent-brand Uber, to #1 online food delivery (OFD) brand with over 50% national penetration and two-thirds marketshare - in the process disrupting existing behaviour and growing a nascent category from just $142million annual revenue (AUD) to over $850million.
Ruthless commitment to consistent, long-term brand marketing through the culture-shaping 'Tonight, I'll be eating...' platform was pivotal to this success, establishing the brand's distinctive assets from scratch and supercharging sustained awareness, consideration and acquisition growth.
