Time Out has created a multi-platform campaign to drive awareness and demand for Uber Eats’ London restaurant selection which focuses on local favourites and one-of-a-kind gems. Together, they will team up to show London’s foodies that the best dishes from some of the city’s most loved restaurants are available on Uber Eats.
Running for several months, the bespoke Big Dish Energy campaign – created by Time Out’s Creative Solutions team in collaboration with Uber Eats – will tap into Time Out’s curation and food content formats, spanning social video, CRM, digital features and a live event. At the heart of the campaign will be the celebration of the plates that make London’s neighbourhoods great, taking the Time Out audience on a journey from the chefs’ kitchens, to the delivery doorstep and beyond via three branded content elements.
As part of a new social video series, each month Uber Eats will drop off Time Out food editor Leonie Cooper at the home of one of London’s hottest talents for a chat over a takeaway, showing off the breadth of dishes available via Uber Eats whilst getting under the skin of various London neighbourhoods.
A further video series across Time Out London’s Instagram and TikTok will reveal the stories behind London’s most iconic plates, handpicked by Time Out’s food editor and told by the chefs themselves. Each episode will be complemented by a digital feature unveiling what makes the nominated dish so great with similar dishes worth trying in the area.
With a focus on driving delivery demand for existing and new Uber Eats key restaurant partners, this is an agile campaign created to enable Uber Eats to quickly promote dishes and places as the need arises. Uber Eats will also be able to release promo codes granting Time Out’s audience exclusive access to offers and bespoke rewards.
Finally, Uber Eats will be the launch partner of Big Dish Energy Live: the live tasting event expression of the campaign which will be a ticketed event in central London in August. Promoted across Time Out’s digital platforms, the immersive foodie experience will allow food fanatics to come and try out London’s most iconic plates under one roof.
Maya Gallego Spiers, Head of Uber Eats Marketing said: “We’re excited to team up with Time Out to bring London’s best food to the comfort of peoples’ homes with this impactful campaign. Together we will celebrate local restaurants and hero dishes to help drive sales for our London restaurant partners.”
Gareth Thomas, Director of Strategic Client Partnerships at Time Out commented: “The bespoke campaign we created for Uber Eats is fun, authentic and inspiring and most importantly allows our partner to directly support their key restaurants. It’s an engaging campaign which I know our food fanatic audience will embrace and I’m looking forward to seeing the social videos, branded content and live event showing people how to taste the best of the city with Uber Eats.”