It's my thing – Uber Eats 2023 | Clapboard Ad Archive

63

It's my thing - Uber Eats | Clapboard Ad Archive

Uber Eats’ 2023 campaign It's my thing, exemplified by the Bougee Ladies film, brings to the fore a sharp market repositioning that leverages the platform as the go-to choice for hyper-customized food delivery in the fiercely competitive Food & Drink category. The campaign, developed for Uber Eats, centers its creative premise around the insight that modern consumers face overwhelming choice but insist on menu variety that affirms their unique tastes and lifestyle identities; Bougee Ladies encapsulates aspirational archetypes with elevated preferences, reflecting an audience that recognizably spans both the relatable and the enviable. The brand proposition is clear: whatever you crave—from the everyday to the extravagantly niche—Uber Eats connects you instantly to it, mediating the fragmentation of the food landscape with seamless digital convenience. What differentiates this initiative in a crowded landscape is its intentional focus on user imagery, projecting personas audiences can either relate to or aspire to become, an approach that sits squarely in Clapboard’s FORMAT#10—Associated User Imagery taxonomy. The campaign's performance strategy is anchored in digital media—delivered primarily through YouTube and amplified across Instagram, Twitter, Facebook, and TikTok—meeting digitally native food lovers at the very points in their journey where ordering decisions are made. Supported by four distinctive media assets, the message is delivered with narrative fluency and social currency, using the Bougee Ladies’ culturally resonant characters to tap into contemporary impulses for self-expression through food. Against a backdrop of competitors—DoorDash emphasizing reliability, Grubhub leaning on local loyalty, Postmates broadening into every day essentials, Just Eat Takeaway owning European convenience, and Deliveroo curating high-end experiences—Uber Eats' campaign pivots hard into individuality, variety, and speed, cementing its status as both a practical utility and a badge for the urbane, digitally savvy eater. The media buy has yielded significant reach, and with over 1.9 million views on the core film asset, the concept has succeeded in achieving category visibility and digital engagement at scale. Clapboard rates this 63/100. As multi-platform food delivery marketing chases ever-greater personalization, the It's my thing campaign signals the competitive necessity of transforming a brand from logistical intermediary into a vibrant expression of consumer identity.

Credits

Client

Uber Eats

Category Mind Map

48%

Uber Eats’ 2023 campaign "It's my thing," exemplified by the "Bougee Ladies" film, positions the brand as the ultimate food delivery platform offering unparalleled variety to meet diverse cravings. The core brand proposition emphasizes convenience and choice, promising consumers access to a wide range of food options that reflect individual preferences and tastes. By highlighting "so much variety, it’s hard to choose," the campaign underscores Uber Eats’ ability to cater to personalized desires in an increasingly fragmented food market. The market strategy leverages a performance-driven approach, targeting a digitally savvy audience that values both speed and selection. The creative angle centers on relatable consumer behavior—navigating abundant options and making food choices that resonate with personal identity ("It’s my thing"). This insight taps into contemporary lifestyle trends prioritizing individuality and customization, reinforcing Uber Eats as a platform that enables users to satisfy specific cravings effortlessly. The campaign’s film medium and presence on YouTube, supported by multiple media assets, harness digital channels to engage users where food ordering decisions frequently occur. The strategic use of social hooks, such as culturally relevant characters portrayed in the "Bougee Ladies" video, fosters connection through authenticity and social currency. Altogether, the campaign reinforces Uber Eats’ role not just as a food delivery service, but as an enabler of everyday personal expression through food choice in a competitive food and drink market.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on “Bougee Ladies,” spotlighting distinctive, aspirational users with elevated tastes and preferences, embodying the diverse Uber Eats customer base. The message “With so much variety, it’s hard to choose. Whatever you’re craving – find it on Uber Eats,” aligns the product with unique individual desires and identities, suggesting Uber Eats fits everyone’s personal cravings—whether simple or extravagant. The narrative cues and brand positioning highlight relatable yet aspirational personas, reflecting FORMAT#10’s focus on projecting user imagery audiences can associate or aspire to. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. DoorDash – Market Positioning DoorDash positions itself as the most reliable and widespread food delivery service in the U.S., emphasizing fast delivery and a broad restaurant selection. It leverages partnerships with local and national eateries and focuses on convenience through features like group ordering and subscription plans, appealing to both individual consumers and businesses. 2. Grubhub – Market Positioning Grubhub differentiates by offering extensive restaurant choices and strong local market penetration. It focuses on customer loyalty through rewards programs and personalized deals, striving to be the go-to platform for users wanting easy access to their favorite local food spots. 3. Postmates – Market Positioning Postmates, owned by Uber, markets itself as an all-in-one delivery platform that goes beyond food, offering delivery of groceries, alcohol, and everyday essentials. It targets urban consumers looking for convenience and speed, emphasizing flexibility and variety in delivery options. 4. Just Eat Takeaway – Market Positioning Just Eat Takeaway leverages its broad European presence and strong brand recognition to offer a wide variety of food delivery options. It prioritizes customer experience with easy-to-use apps and efficient ordering systems, catering to a broad demographic seeking timely and diverse food options. 5. Deliveroo – Market Positioning Deliveroo emphasizes premium and high-quality food delivery experiences, partnering with both local favorites and high-end restaurants. The brand highlights speedy deliveries and curated food selections, targeting urban professionals and food enthusiasts who prioritize quality and convenience.

Q: What is It's my thing about? A: It's my thing is a 2023 campaign created for Uber Eats in the Food & Drink market, with its central film asset titled Bougee Ladies. The campaign was developed to showcase Uber Eats as the go-to platform for food delivery, emphasizing the vast variety of meal options available to consumers. Through a vibrant and relatable narrative, the campaign spotlights distinctive user profiles with elevated tastes, reinforcing the idea that Uber Eats can satisfy any craving. The campaign leverages multiple media assets and digital channels, including YouTube, to engage a digitally savvy audience and position Uber Eats as a lifestyle enabler in the competitive food delivery sector. Q: What creative device does It's my thing use? A: It's my thing employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard's 12-format taxonomy. This creative device centers on showcasing user profiles that the target audience can relate to or aspire to, exemplified by the Bougee Ladies film. By highlighting distinctive, aspirational characters with unique tastes and preferences, the campaign aligns Uber Eats with individuality and personal expression. This approach not only reflects the diversity of the Uber Eats customer base but also positions the brand as a facilitator of personal choice, making the act of ordering food an extension of one’s identity. Q: What is the campaign proposition for It's my thing? A: The strategic proposition of It's my thing is to position Uber Eats as the ultimate food delivery platform for variety and choice, targeting consumers who value convenience, speed, and personalization. By emphasizing that there is so much variety it’s hard to choose, the campaign speaks directly to a digitally savvy audience navigating a fragmented food market. The message underlines Uber Eats’ ability to cater to individual cravings and preferences, reinforcing the brand’s relevance in a culture that prizes customization and self-expression. This positioning matters as it differentiates Uber Eats in a crowded market by making food delivery a reflection of personal identity. Q: How does It's my thing rank in Clapboard's archive? A: It's my thing holds a Clapboard Campaign Score of 63/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in Uber Eats's category? A: In the food delivery sector, Uber Eats faces competition from several key brands. DoorDash is known for its reliability and broad restaurant selection across the U.S., positioning itself as the most widespread service. Grubhub leverages local market penetration and customer loyalty programs to be the preferred choice for easy access to favorite local spots. Postmates, also owned by Uber, differentiates by delivering not just food but groceries and essentials, appealing to urban consumers seeking flexibility. Just Eat Takeaway commands a strong European presence with an emphasis on user-friendly apps and efficient ordering, while Deliveroo targets urban professionals and food enthusiasts with premium, high-quality delivery experiences.