Uber Eats recruits Troye Sivan and LMFAO for new campaign

Uber Eats has opened a new chapter in its global marketing strategy, enlisting Troye Sivan and LMFAO to launch “Phew”, its first new brand platform in four years.

Created by Special, the platform marks a shift away from proving the breadth of products available through Uber Eats and towards the feeling of relief when something needed at home turns up at just the right moment.

The move follows four years of “Get Almost, Almost Anything”, which expanded into more than 17 international markets and helped push perceptions of Uber Eats beyond restaurant delivery and into grocery, retail and everyday essentials.

“Phew” instead focuses on the emotional payoff of that proposition: the small moment of relief when Uber Eats solves an everyday problem.

Launching the platform is “2013 Time Warp”, a nostalgia-heavy campaign starring Australian pop star Troye Sivan and LMFAO that mines the fashion, music and internet culture of the early 2010s.

The creative throws audiences back to 2013, using two acts closely associated with the pop culture of the period to dramatise the kind of everyday predicament Uber Eats wants its new positioning to solve.

For Uber Eats, the campaign also represents another evolution of one of Australia's longest-running major creative agency relationships.

“Phew” marks the latest chapter in Uber Eats' nine-year partnership with Special, which began with “Tonight, I’ll Be Eating...” before evolving into “Get Almost, Almost Anything”.

Both platforms subsequently travelled beyond Australia, with “Get Almost, Almost Anything” eventually rolling out across more than 17 international markets.

The latest work was developed with an extensive Uber Eats marketing team led internationally by senior director and head of international marketing Lucinda Barlow, alongside director of APAC marketing Ally Doube and director of marketing ANZ Nicole Bardsley.

The broader agency roster includes EssenceMediacom on media and RX as retail agency, while Special also led the social and PR components of the work.