Uber Eats' 2021 "Eat Local" Super Bowl commercial, starring Mike Myers and Dana Carvey as their iconic "Wayne’s World" characters and the famous rapper Cardi B, was a masterclass in combining nostalgia, humor, and a powerful call to action.
Here’s how Uber Eats’ PMM strategy hit the mark:
🎯 Target Audience
Primarily urban millennials and Gen Xers who remember "Wayne’s World" fondly, along with Gen Zs and local restaurant lovers who care about supporting small businesses.
🔥 The Pain
The pandemic hit local restaurants hard, and many were struggling to stay afloat. Consumers wanted to help but needed a convenient way to support their favorite eateries.
📌 Positioning Strategy
Uber Eats positioned itself as the bridge between customers and struggling local businesses. By showcasing its role in driving orders to independent restaurants, the campaign reinforced the platform’s value as not just a delivery app but a supporter of local communities.
💡 Unique Value Proposition & Messaging
"Eat Local" – A simple yet powerful message. The campaign’s slogan directly encouraged viewers to order from their neighborhood restaurants via Uber Eats.
Featuring Mike Myers, Dana Carvey, and Cardi B in "Wayne’s World" brought humor and nostalgia, ensuring the ad resonated emotionally while driving home the campaign’s message.
By calling out the use of “shameless manipulation,” the ad humorously acknowledged typical marketing tactics, making it both self-aware and memorable.
💲 Pricing Model
While the ad didn’t focus directly on pricing, Uber Eats highlighted its role in helping small businesses generate revenue during tough times, indirectly promoting the value of its delivery service.
📈 Metrics of Success
Brand Awareness: Leveraged Super Bowl viewership to amplify the message, reaching over 96 million viewers.
Social Impact: Boosted public perception of Uber Eats as a champion of local restaurants.
Revenue Growth: Increased orders for small, independent restaurants during and after the campaign.
Engagement: The nostalgic pairing of Mike Myers and Dana Carvey with the popular rapper Cardi B spurred online buzz and positive sentiment across social platforms.
By tapping into nostalgia, humor, and a genuine societal pain point, Uber Eats successfully turned a major ad event into a rallying cry for local business support!
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