Client: Uber Eats
Brief: Create a campaign that highlights Uber Eats’ reputation as a food delivery service that lets you taste the world at home.
the facts
-Internationally, Uber Eats is the most popular food delivery service, with 95 million users
-Per Business of Apps, over one million restaurants are available on Uber Eats in 11,500 cities
Uber Eats notes that as of April 2024, they work with more than 1 million merchant partners in 11,000+ cities across six continents.
insight
Travel is a dream for many, but for most, it’s simply too expensive.
the big idea
Let your tastebuds take the trip when you can’t.
In order to encourage both cultural exploration through cuisine and user growth, Uber Eats would bring the notion of travel to the masses.
Introducing Uber Eats’ Palate Passport: Your ticket to global flavors without the hassle or cost of travel.
Users can collect stamps with every new global cuisine tried through the app, in order to unlock special offers, rewards, and bragging rights for your taste adventures.
The physical stamp book will be provided in Uber Eats bags, encouraging the global tastebuds journey in real life, but giving consumers the opportunity to participate if they so choose. There will also be digital components encouraging use to track progress, if the physical passport is not readily available.
execution
6 Pages to Highlight Different Types of Cuisine/Countries, with Stamp Designs to Mark Purchases of Global Cuisine in Various Styles/Demographics:
-Asian fare (Chinese, Japanese, Vietnamese, Thai)
-LatAm (Mexican, Cuban, Panamanian, Peruvian)
-Caribbean
-Middle Eastern/Indian
-European (French, Italian, Irish, Greek, Spanish)
-African fare (Ethiopian, Egyptian, Moroccan)
digital component
The print version of the Palate Passport seamlessly connects with a digital experience, encouraging users to visit the Uber Eats app to track their journey, collect digital stamps, and explore more. A QR code printed in the passport makes it easy to register their book online, ensuring users earn stamps even when they don’t have the physical copy on hand.
With digital badges and in-app progress tracking, this blend of print and digital makes the Palate Passport more interactive and accessible than ever.
other app components
Learn as You Eat: Discover fun facts about each country's cuisine when you make a purchase, turning every meal into a cultural experience.
Passport Milestones: Unlock milestones as you explore more cuisines, rewarding culinary curiosity.
Exclusive Rewards: Enjoy special discounts, surprises, and limited-time offers just for Palate Passport participants.
Member-Only Deals: Get access to exclusive promotions and perks available only to Passport holders.
why it works
The Passport Palate is fun and engaging. It instantly evoking the excitement of global travel through passport stamp aesthetics.
It cleverly bridges the concept of exploring international cuisine without the need to cross borders.
It acknowledges that while travel may be out of reach for many, the flavors and cultural richness of different regions are still accessible, as they are delivered straight to your door. This not only highlights global diversity but also emphasizes inclusivity, making the idea of “tasting the culture” feel tangible and personal, even without a plane ticket.