Let’s Eats
3 Toasty Hours of Pie
Uber Eats partnered with McDonald’s to give away free apple pies for the holidays. But how do you get people to order-in fast food during a season that’s all about from-scratch cooking and family tradition? With a never-ending food-porn spectacular showing off the Micky Dee’s dessert they’ve always loved.
We created an infinitely loop-able, three-hour piece of content that was part holiday fireplace video send-up, and all mouth-watering apple pie temptation story. Surprise guests couldn’t help but be drawn into our toasty world to taste, nibble or outright nab the continually replenished delectable treats—because unlike smoldering logs, piping hot pies are pretty hard to resist.
Director: Josh Forbes
60-second highlight reel of the long form video.
Pie Influencers
Becky G and Chloe x Halle, young pop-stars with huge followings, posted brief clips of their appearances in our long-form video on Instagram and other platforms to get their fans excited about the promotion and to check out the rest of their appearance in the full-length video on YouTube and IGTV.
Man of Delivery, After Delivery…
No Uber Eats outing would be complete without Uber Eats “Man of Delivery” Randy Watkins. In addition to delivering pies and good cheer, Randy appeared in bite-sized posts on Uber Eats social channels and in-feed posts that alerted consumers to the pie promotion and included tap-throughs to the full-length video.
The Whole Pie.
Here’s the full long-form YouTube video in all its toasty glory…
The Great Pizza Divide
There are those, lots of thoses in fact, who say pineapple on a pizza is an abomination. While others rank the sweet and savory pie among their favorites. We took advantage of the age-old pizza debate with a January promotion that let people weigh in on the issue, and encouraged people to give CPK’s Hawaiian pizza a shot. And their reward for doing so? Not only would they get their pineapple and ham pie delivered free, they’d be entered to win a second Hawaiian pizza free—big deal you say?—in Hawaii. In the dead of winter. Now who’s going to argue the merits of that?
The Man of Neutrality
We teed up the promotion with an online spot, where Uber Eats “Man of Delivery,” Randy, side-stepped which side of the ridiculous but contentious controversy his taste buds fall on.
Director: Stacy Wall
Sun-Soaked Influencers
To keep the conversation and delivery orders flowing, we had travel influencers based in the Aloha state post ridiculously ideal, sun-drenched posts enjoying CPK Hawaiian pizzas in their namesake paradise. The posts encouraged followers to take part in the sweepstakes and potentially be posting their own travel pictures on the beaches of Hawaii! #pizzaloha
