Brand: Uber Eats
Project: Campaign
Team: Media.Monks
Role: Group Creative director
Helping restaurants thrive with Uber Eats delivery
During the pandemic, local restaurants faced severe challenges due to in-person dining restrictions. Uber Eats turned to us for a fast pivot, and we quickly conceptualized and launched the Local Flavor campaign to help these establishments adapt to delivery. We developed a comprehensive playbook, guiding restaurants on creating web pages, social assets, marketing materials, and customer resources, with regional transcreation for local relevance. Through this effort, Uber Eats empowered restaurants to survive and thrive, supporting them through one of the most challenging times while strengthening their connection to the community.
The local heroes that kept us fed
For the Uber Eats Local Flavor campaign, we tapped directly into the heart of local communities by partnering with real restaurant owners and their staff. We spent time learning their stories, uncovering the rich culture, cuisine, and craftsmanship that made each establishment unique. Their voices became the core of the campaign, putting them front and center as we highlighted their resilience and passion in the face of adversity.
Despite the challenges of lockdown and COVID restrictions, we produced a high-quality anthem video on location, capturing the essence of these local heroes. Working on a tight timeline and budget, we delivered a powerful manifesto film that told the true stories of these restaurants, showcasing how they adapted and thrived through delivery services, making them the heroes of their own comeback stories.
The system powering every touchpoint
We developed a complete activation system for Uber Eats, starting with a new merchant-facing landing page that articulated the value of the Local Flavor program. From there, we created a scalable playbook with detailed guidelines for messaging, asset creation, and channel activation. The result was a repeatable framework that helped Uber Eats launch consistent, high-quality content across markets.
Building a learning hub for local restaurants
Merchant Academy was created as part of the Local Flavor campaign to help restaurant owners build confidence and succeed on the Uber Eats platform. We developed a comprehensive learning portal with ten focused lessons covering everything from improving menu visibility to optimizing operations. Through animated tutorials, step-by-step guides, and real merchant stories, the academy gave restaurants practical tools they could apply immediately. The goal was simple: empower local businesses to grow in a delivery-first world.
Behind Every Successful Campaign is a Coordinated Plan
Partnering with our strategy team, we crafted a comprehensive campaign journey by mapping out three core audience personas, guiding the entire experience from start to finish. We developed a six-phase chapter flow, starting with audience discovery and strategic planning, followed by creative concepting that spoke directly to each persona. From there, we executed tactical activations that engaged users across multiple touchpoints, including digital and in-person experiences. Our flight plan ensured seamless transitions through each phase, and we wrapped up with high-impact finals that reinforced Uber Eats' brand messaging, delivering tangible results and deeper audience connections.
