Ask: Shift peoples’ perception of Uber Eats from a necessary evil to a champion of businesses everywhere.
Creative Approach: Changing perception is a marathon, not a spirt. We partnered with Uber Eats on a years-long journey to help them redefine what it means to be merchant-first. From pioneering a new brand positioning and launching an educational content hub to scripting and casting an anthem video, we’re showing the world that Uber Eats isn’t just good for business. It’s here to help your business.
Real restaurants. Real success. Real fun to write.
I wrote a manifesto to get the whole team on board with what it means to help businesses Grow your way, and crafted evergreen and seasonal website narratives to ensure our message was timely and helpful.
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Then we took Uber’s merchant offering to the next level with Uber Direct, where I helped develop the go-to market positioning.
The Ask: Partner with strategy to develop a go-to-market brand positioning for Uber’s new white-label delivery service, Uber Direct.
The Challenge: We needed to differentiate Uber Direct from the existing products available on the Uber Eats Marketplace while making sure businesses knew they could use them both to strategically reach more of their goals.
The Creative: “Branded by you, delivered with Uber” came to life after understanding that many restaurant and business owners felt like Uber Eats was a great way to reach new customers, but they lost a lot of control over their customers and products in the process. With Uber Direct, they’d get the best of both worlds: control, ownership, and branding of their delivery while leveraging Uber’s vast logistics network.