‘From functional to emotional’: Uber Eats on ‘moving beyond the rational’ to stand out
Coming to mind in emotional moments is the key goal of Uber Eat’s new brand platform, as the business looks to differentiate from its rivals.
The food delivery category is often dominated by practical and rational messages. Brands talking about speed of delivery, the variety of restaurants they offer and value messaging. In this competitive category, where the actual product proposition is fairly similar, messaging can end up blurring.
Uber Eats is on a mission to differentiate itself by creating emotional associations with the brand, explains interim head of marketing, Will Hooker. He believes the category has been trapped “in a bit of a cycle” of similar functional messages.
“We felt the way we could cut through and really differentiate from competitors is […] to move beyond the functional to the emotional,” Hooker explains.
