Uber Eats has teamed up with Petbarn to mark the pet retailer’s arrival on the platform with a head-turning campaign featuring an unlikely delivery driver: a dog.
To highlight Uber Eats’ “Get Almost, Almost Anything” brand promise, the launch saw Bodhi, a professionally trained dog, deliver Petbarn products in a custom vehicle designed to look like he was behind the wheel.
The result was a made-for-media moment that resonated nationwide, driving awareness for the brand’s biggest category expansion to date.
“This wasn’t just about launching a new retail partner, it was about owning the conversation,” said Lucas Groeneveld, Regional GM Retail, Uber Eats ANZ.
“Petbarn on Uber Eats is a real game-changer for Aussie pet parents, and we knew the best way to tell that story was to make people feel something first. The campaign delivered on that, in spades.”
The campaign, created by integrated agency Hello, aimed to deliver national attention through a bold, earned-first strategy supported by social content and influencer outreach.
Lucas Groeneveld: ‘Petbarn on Uber Eats is a real game-changer for Aussie pet parents, and we knew the best way to tell that story was to make people feel something first.’
Dave Varney, Creative Director at Hello; “I bloody love this work! This hairbrain idea to create the world’s first delivery dog driver on Uber Eats just never died. Then some super smart people, and a dog, made it actually happen!”
A hero video of Bodhi’s delivery run was shared across Uber Eats and Petbarn’s social channels, with additional content delivered to furry influencers and TV vet Dr. Chris Brown.
The campaign marks one of Uber Eats’ biggest category expansions to date, and was developed to work across media, PR, influencer and creative, all under Hello’s newly unified agency model.
View this post on Instagram
Credits
Client – Uber Eats
Head of Marketing ANZ, Uber & Uber Eats – Nicole Bardsley
Global Creative Director APAC – Adam Ledbury
Marketing Manager – Holly Dover
Communications Manager – Joshua O’Connor
APAC Social Media Lead – Chanelle Murray
Social Media Manager ANZ – Haley Evirgen
Account Director – Leteesha Stallard
Integrated Agency – Hello
Managing Partner – Sam Kelly
Director of Client Experience – Maddie Marovino
Executive Creative Director – Daniel Fryer
Creative Director – David Varney
Head of Publicity – Allex Conley
Group Account Director – Nicola Hanlon
Account Director – Isabella Ziino
Film Production – We Know Video