Uber Eats Dutch Campaign: Eerst Iets Lekkers | Clapboard

Eerst iets lekkers

Description

Launched in October 2024 in the Netherlands, Uber Eats' "Eerst iets lekkers" campaign marks the brand's first-ever Dutch language advertising initiative, developed in collaboration with the creative agency We Are Pi. Centered around the relatable and uplifting idea that having something tasty first—“Eerst iets lekkers”—can brighten any moment, this film campaign leverages a unique twist by featuring beloved Dutch folk singer Frans Bauer rapping about the convenience and delight of Uber Eats. Known for his heartfelt “levenslied” music, Bauer surprises his fans by delivering humorous rap verses in scenarios capturing everyday challenges such as a stressful day at work, frustrations with DIY furniture assembly, or the emotional high points of a TV series finale, demonstrating how a prompt Uber Eats delivery can transform these moments positively. Bauer’s cheerful and approachable performance enhances the campaign’s emotional resonance and cultural relevance, fostering both awareness and familiarity with the Uber Eats app in the Dutch market. The campaign strategically spans multiple channels—social media, digital platforms, out-of-home advertising including trams, CRM, and point-of-sale touchpoints—and partners with local content creators to amplify reach and engagement. Pre-launch teasers shared by Bauer on his social channels generated curiosity among his fanbase by hinting at a fresh, unexpected rap track, building anticipation for the campaign. From a marketing perspective, this initiative successfully marries humor, local cultural appeal, and the universal pleasure of good food to position Uber Eats as a go-to solution for enhancing everyday experiences. Key stakeholders at Uber Eats and We Are Pi emphasize the campaign’s joyful and collaborative spirit, underscoring its role in embedding Uber Eats more deeply into Dutch consumers’ lives by spotlighting that no matter the situation, starting with something delicious delivered right to your door can make all the difference.

Credits

Client

Uber Eats

Agency

We Are Pi, Rick Chant

Director Marketing

Franziska Walter

Head Of Marketing

Thomas van Ardenne

Creative Director

Florentijn Diepeveen, Daan van Dam

Art Director

Jonay Urbina

Copywriter

Tim Menko

Strategic Planner

Maaike Kessels

Account Management

Patrick Garvey, Caitlin Dorling, Roos Verheyen

Producer

Javier Perroud, Stephanie Whitehead, Sanne Stoker

Production House

Gijs Veerhoek, Scoville, Scholz & Friends, Tony Petersen Films

Campaign Proposition

Uber Eats’ “Eerst iets lekkers” campaign marks the brand’s first Dutch-language launch, aiming to increase awareness and familiarity with its online food delivery service in the Netherlands. Central to the campaign’s proposition is the simple but resonant idea that having something tasty first can transform any situation—whether stressful, frustrating, or emotional—into a more positive experience, conveniently enabled by Uber Eats' delivery. The campaign leverages the cultural familiarity and warmth of Frans Bauer, a beloved Dutch folk singer known for his traditional “levenslied” music, who surprisingly performs a rap track to deliver the brand’s message with humor and approachability. This creative choice capitalizes on contrast and surprise, using an unexpected musical style from a trusted local figure to engage a broad Dutch audience and generate curiosity. Several everyday scenarios illustrate how Uber Eats provides timely comfort, reinforcing the service’s relevance across diverse daily moments. The campaign’s multi-channel rollout includes social, digital, out-of-home placements (notably on trams), CRM, POS, and collaborations with local creators, enabling extensive reach and local resonance. The strategy also incorporates a pre-launch tease via Frans Bauer’s social channels, sparking anticipation without immediate brand disclosure, which helped build organic interest and engagement before the campaign’s full reveal. Overall, the campaign combines a culturally embedded spokesperson with humor and relatable storytelling to position Uber Eats as a positive, convenient solution that improves everyday life in the Dutch market.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This Uber Eats campaign centers on beloved Dutch folk singer Frans Bauer, a nationally recognized and relatable celebrity, who unexpectedly raps in a series of humorous ads. His presence as the primary focus across multiple spots delivers instant brand recall, leveraging his familiarity and cheerful persona. While situations depict everyday struggles relieved by Uber Eats, it’s Frans’s personality and celebrity status—rather than narrative depth or problem-solution arcs—that anchor the creative. The campaign relies on his ongoing recognizability and charm to drive engagement, rather than a linear story, testimonial, parody, or symbolism. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats