With its first German campaign, Uber Eats turns up the swag in the German food delivery game, making its way into the playlists and hearts of German diners with the help of Gen Z rising pop star Dilla. The result: a strong and relatable brand image in the German market and high acceptance among target audiences. That’s how you launch a brand.
Through the casual reinterpretation by Berlin-based producer and writer Dilla, a dusty old proverb is transformed into a catchy hit in no time. What follows is a digital playground for hundreds of imitators, each presenting their own “Erstmal Essen” (“First, eat”) moment and extending the campaign further.
Together with Dilla, the internet celebrates the positive power of food as the solution to all of life’s challenges in many entertaining user-generated content contributions, linking a previously underrated German saying inseparably with Uber Eats. The orchestrated campaign also plays out across key digital channels and out-of-home platforms.