Ask: Turn Uber Eats into Uber more than just Eats by launching dozens of new products and key new verticals to its core audience.

Creative Approach: 2021 saw a race for delivery companies to offer more than just meals, inspiring people to rethink how they shop for groceries, convenience, alcohol, and more. To expand their product offering while staying true to who they are, we created a fresh brand narrative around Uber Eats holistically showcasing all of its offerings together. We tested various RTBs and proof points to find out what resonated most with customers, then turned these learnings into an ecosystem of content across owned and earned channels, creating an extensive design framework and TOV/messaging toolkit.

Then we did it again and again. By making product education fun, we not only hyped new features, but repositioned Uber Eats as an everyday go-to instead of a treat yourself app. Here’s just a hint of the work I’ve done.

Role: Copywriter | Content Strategist | TOV | Brand Identity | UX Writer

Project: Launch Grocery, Convenience, and Alcohol