Uber Eats is one of the top three most popular food delivery brands worldwide. When it entered South Africa, it faced a market still developing in terms of ordering food from home. However, during the height of the COVID-19 pandemic, UberEats tasked us with increasing brand consideration through social media and establishing itself as the go-to app for food delivery in South Africa.

To win over the hearts—and stomachs—of South Africans, we brought Gogo (which means ‘grandma’ in Zulu) and her grandson Tebza from the TV campaign into the digital world. Gogo, South Africa’s most tech-savvy granny, took to the online space to school her friends, her grandson, and everyone she encountered on the wonders of the Uber Eats app—sharing tips, tricks, and showcasing the wide variety of food options it offers.

The campaign not only met but significantly exceeded the consideration objective, achieving a consideration uplift seven times higher than the Facebook EMEA benchmark. Ad recall (+13.4 points), message agreement (+1.8 points), order volume, and app installations (+3.4%) all saw substantial increases during the campaign period. Most notably, Gogo became a cultural phenomenon online, inspiring hundreds of memes, shoutouts, and mentions across South African social media.

João Inácio | Creative Direction
- for writing numerous scripts and finding creative ways to make the digital campaign stand out