Ask: Turn Uber Eats into Uber more than Eats by launching dozens of new products and key new verticals to its core audiences.

Creative Approach: 2021 saw a race for delivery companies to offer more than just meals, inspiring people to rethink how they shop for groceries, convenience, alcohol, and more. To expand their product offering while staying true to who they are, we created a fresh brand narrative around Uber Eats holistically showcasing all of its offerings together. We tested various RTBs and proof points to find out what resonated most with customers, then turned these learnings into an ecosystem of content across owned and earned channels, creating an extensive design framework and TOV/messaging toolkit.

Then we did it again and again. By make product education fun, we not only hyped new features, but tapped into the millennial/gen-z zeitgeist to instigate indulgence, fun, and, as it turns out, product adoption. Here’s just a hint of the work I’ve done.

Role: Copywriter | Content Strategist | TOV | Brand Identity

Project: Launch Grocery, Convenience, and Alcohol

Project: Order Scheduling

Project: Holiday and Happy Hour