Uber Eats has once again operated in Córdoba, one of the most important provinces in Argentina, and to communicate this it has resorted to outdoor advertising to intervene on the facades of the most prominent restaurants and gastronomic venues in the city. And he has turned his recognizable green delivery bag into the protagonist of the action, designed by the creative agency Wieden+Kennedy Argentina.
The company has created giant versions of its packaging, used for home food deliveries, and has installed them outside some of the restaurants that offer their service through Uber Eats, including Sushi Pop, La Perla Food, Lo De Jacinto, Mariachi, or Crudo. Thus, it has covered the premises with scale versions of its green bag, leaving the city “wrapped for delivery”, as the brand explains.
In addition to the logo, the facilities have also displayed a QR code that invited users to access free shipping and special discounts through Uber One subscriptions, the company’s plan that unifies Uber and Uber Eats services. In this way, the brand has sent a message to consumers about the possibilities that its platform offers to enjoy their favorite food at home, with comfort and safety.
The action is part of the relaunch of the Uber Eats brand and business in Argentina, interrupted in 2020 as part of a global restructuring and the company’s intention to focus its efforts on markets in which it had greater penetration. Now it is offering its services again and has promised an investment of 500 million dollars in the country in the next three years.
“We recently officially relaunched Uber Eats in Argentina. And we chose Córdoba to do it. It is the city where Eats had left a mark and where we knew that the connection with the local ecosystem was still alive”commented Juan Martin Cappellini, Head of Uber Eats in Argentina, through LinkedIn a few days ago. “This weekend, the streets woke up with Uber Eats bags over the logos of dozens of businesses. We returned to grow together with local businesses. We’re back to create more income opportunities for more people. We returned to simplify the lives of millions of users who have been choosing Uber in Argentina for ten years”.
Uber Eats’ intention has been to go beyond a mere advertisement, and in this sense, it has chosen to communicate it directly and visually. The strategy has turned the city itself into the advertisement to show that the gastronomic proposal of the most popular restaurants in the city can be found on the delivery platform.
