Ad Age Campaign of the Year, Integrated, Gold

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Today Show “Dana Carvey said Wayne and Garth are the happiest characters they’ve ever played, and it seems like the world needs them right now.”

With the global pandemic devastating local restaurants, we wanted to dedicate Uber’s first appearance at the Big Game to the little guys — the 100,000+ US independent restaurants on our platform in the US & Canada. So we resurrected local access television heroes Wayne Campbell and Garth Algar — along with a totally non-manipulative, non-sellout cameo by Cardi B — to encourage America to EAT LOCAL.

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We invited restaurant owners to pre-screen our Super Bowl spot. During the webinar, we announced the launch of Uber’s $20MM Eat Local Initiative which provided independent restaurants with microgrants, fee reductions, and customer tip matching. We released the spot with a surprise ending—a two-hour (scrubbable) credit roll featuring the name of each and every independent restaurant on the app. Excellent.

To maximize eater awareness of the $0 Delivery Fee promotion, we integrated campaign elements across all owned touch points—email, in-app, and push.

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We even reskinned the app’s order flow—including Uber’s iconic live tracking icon.

This was a Marketing-Product integration first; a big win for both teams.

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“Instead of simply pushing its own platform, the brand is turning the spotlight on its local restaurant partners, whose businesses have suffered during the pandemic. The spot debuts alongside Uber Eats’ restaurant relief program, which will be providing $20 million of support to its partners over the next six months.”

— Ad Age

Eat local. Alright.