Uber Eats has launched its first global advertising campaign, Who Could Cook At A Time Like This?, in which Gordon Ramsay takes on the role of the loudest opponent of cooking during a major football summer.
The chef who built his career precisely on cooking now goes door to door, interrupts people in the middle of preparing dinner and convinces them that this is not the moment to be standing over the stove. The message is simple: when the match is on, dinner can arrive at the door, and fans do not have to miss key minutes because of the kitchen.
The campaign was developed by the agency Mother, while the hero film was directed by Jeff Low from the production company Biscuit Filmworks. In the spot, Ramsay, with his recognizable energy and nervousness, enters the homes of fans who are trying to cook at the moment when the most important moves are happening on the pitch. It is all accompanied by the football anthem Carnival de Paris by Dario G, giving the campaign the rhythm of a major sporting moment, without the need to explain the message further.
Who Could Cook At A Time Like This? was launched on June 11 and planned as a five-week campaign across TV, social media, digital channels and out-of-home. It is present in 17 markets, including Australia, Belgium, Canada, Denmark, Finland, France, Germany, Ireland, the Netherlands, New Zealand, Portugal, South Africa, Spain, Sweden, Switzerland, the United Kingdom and the United States.
For Uber, this is its first global delivery campaign, and the idea relies on a habit that is easily recognized across different markets. When the match starts, cooking becomes a distraction, and delivery is positioned as the simplest way to solve food without missing the game.
The global campaign also received local extensions. In France, Uber Eats partnered with the French Football Federation through sponsorship idents featuring players from the French national team, including Ousmane Dembélé, Dayot Upamecano, Lucas Digne, Maghnes Akliouche, Rayan Cherki, Theo Hernandez, Mike Maignan and Désiré Doué. In Spain, localized out-of-home directly asks the question: ¿Cocinar? ¿Ahora? (Cooking? Now?)
The campaign works because it does not take Ramsay out of his familiar tone. He is still direct, impatient and loud, only this time he is not criticizing the way people cook, but the moment in which they decided to cook. For Uber Eats, it is a simple way to connect delivery with a fan habit that does not require much explanation.
