UBER EATS & CHIPOTLE: CUFFING SEASON
REBEL WILSON ENSURES WE HAVE SOMETHING TO KEEP US WARM THIS WINTER... OR SOMEONE?
To kick off the chilly months known as Cuffing Season, we brought together Chipotle, Hinge, Uber Eats and rom-com love guru, Rebel Wilson to spice things up.
With the insight that Chipotle is one of America’s favorite date spots, the Uber Eats exclusive Cuffing Season Menu offered three tasty ways to get the vibe right for any dating occasion, and included an opportunity to win one-on-one dating advice with Rebel herself.
Our love guru Rebel Wilson fronted the campaign, attracting audiences with her deadpan one-liners while a suite of assets swept in-app billboards, social, emails and push notifications.
We furthered our reach by partnering with the dating app Hinge, offering an in-app burrito prompt, an email blast and a series of social videos featuring Rebel completing her Hinge profile.
We created 3 custom meal combos — a first for Chipotle — that were exclusive to the Uber Eats app, each with their own storytelling about the date they represent. The menu was a success, driving a 5% increase in total order value on Chipotle Uber Eats orders, and a 25% incremental increase of new Eaters to Uber Eats.
CUFFING SEASON SWEEPSTAKES
Additional motivation to order off the menu was generated with the opportunity to win individual dating advice with the hilarious Rebel Wilson and dating guru Matthew Hussey. Consultations with the winners were conducted remotely and broadcast via IG live, with highlight reels hitting the social channels the next day.
BRAND STRATEGY / CREATIVE CONCEPT / CONTENT CREATION / CREATIVE DIRECTION / DESIGN / PROJECT MANAGEMENT / PRODUCTION / MOTION DESIGN / SCRIPT WRITING
Creative Agency: KAMP
Director: Michael Johnson
Photography: Nat Gray