SYDNEY, AUSTRALIA — Uber Eats dazzled thousands of beachgoers in Sydney when it flew a seven-metre-long, 350kg pickle past some of the most famous stretches of sand in the southern hemisphere in celebration of National Pickle Day.
Gliding past iconic beaches including Maroubra, Tamarama, Bondi and Bronte, the enormous cucumber was a timely reminder that Uber Eats has expanded its grocery selection.
The stunt was conceived and developed in collaboration with PR and integrated communications agency Herd MSL.
Uber Eats ANZ, Head of Marketing David Griffiths said, “Uber Eats is the leading online food delivery platform across ANZ, proudly delivering category-leading selection to millions of our customers. In typical Uber fashion though, we’re not satisfied with standing still, and are proud to announce the next chapter of our journey towards a platform where customers can get anything.
Through this stunt and promo offer we’re bringing attention to our growing grocery, alcohol, and convenience range – available at the touch of a button on Uber Eats. We want Aussies to know that if they’re in a pickle they can call on us and we’re delighted to tell that story in a cheeky, irreverent, and memorable way.
Many thanks to Skye and our partners at Herd MSL for this brilliantly fun idea to kick us off; stay tuned over the next few weeks and months as we unveil one of our biggest ever campaigns.”
Speaking on the first campaign by Herd MSL after being appointed earlier this year, CEO at Herd MSL, Skye Lambley, said “We’ve been hungry to deliver fearlessly creative work for Uber Eats, and what better way than to fly a comically large pickle across the coast of Sydney? It’s a fun, irreverent stunt designed to put a smile on Australians’ faces and build association with Uber Eats as a convenient solution for those everyday ‘pickles’ we all find ourselves in. It takes bravery to sign off on an idea like this and Uber has been a massive champion of the concept since we first started working on it.”
The stunt kicks off an integrated campaign supported by PR, social, and on platform and is supported with a generous consumer promotion. To help Aussies navigate whatever pickle they find themselves in this National Pickle Day, Uber Eats is offering 50% off* grocery delivery orders (excluding fees) made with Uber Eats from now until midnight on Monday, 15th November (by typing in the code PICKLE in the promotions section of the Uber Eats app). Service Fee and Delivery Fees apply. See T&Cs for details.
Uber Eats data has also revealed that pickles are surging in popularity in Australia with orders up nearly ten times from January to October this year.
While thousands of pickles and cucumbers are ordered every week on the Uber Eats app, it’s Victorians who are consuming the most pickles per capita ahead of New South Wales residents with Queenslanders in third.
Further embracing the spirit of pickle day, Uber Eats has also launched a new pickle-themed banner on the app in Australia offering a curated selection of last-minute grocery items for when the need arises.
CREDITS
Client: Uber Eats
Head of Marketing, Delivery ANZ, David Griffiths
Head of Communications, ANZ – Peta Fitzgerald
Communications Manager, ANZ – Nick Vindin
Marketing Manager, New Verticals ANZ – Margot Deltour
Marketing Manager, Brand ANZ – Channa Goonasekara
Consumer Operations Lead, New Verticals ANZ – Ying Wang
Integrated communications agency: Herd MSL.
Creative Director Tom Sanders
Chief Strategy Officer Stuart Wragg
General Manager, Consumer Rami Mallis
General Manager, Corporate Damian Marwood
Account Director Bryony Czujko
Senior Account Director Beccy Churchill
Account Manager Justine Gardiner
Senior Account Executive: Isobel Ramsay
Senior Account Manager: Sarah Glover
Publicity: Nadine Ghanem
Account Coordinator: Georgie Campbell
Aerial Media and Experiential: Remarkable Media
CEO and co-founder Simon Powell
Creative Director and co-founder Ryan Osbourne
Hello Social
Managing Director Sam Kelly
Director of Client Experience Maddie Marovino
Project Director Alexandra Lawson
Video Content: Snackable Media
Founder and Managing Director Jack Phillips
Photography
Dallas Kilponen
