Ask: Shift peoples’ perception of Uber Eats from a necessary evil to a champion of businesses everywhere.
Creative Approach: Changing perception is a marathon, not a spirt. We partnered with Uber Eats on a years-long journey to help them redefine what it means to be merchant-first. From pioneering a new brand positioning—Grow your way—and launching an educational content hub to scripting and casting an anthem video, we’re showing the world that Uber Eats isn’t just good for business. It’s here to help your business.
Role: Copywriter | Scriptwriter | UX Copy | Website Development | Creative Ideation | Brand Identity
Project: Anthem Film
I scripted an anthem video after watching dozens and dozens of hours of interview footage with real restaurant owners. It’s an ode to food, and the crazy dreams and resilient people who bring it all to life.
Real restaurants. Real success. Real fun to write.
Project: Merchant Academy
We created a powerful educational tool designed to help restaurant owners maximize success on Uber Eats. I wrote 10 in-depth lessons offering valuable tips, tricks, and best practices to boost order numbers and build a strong brand presence, plus a user-friendly website to house them all in. Packed with animated tutorials, step-by-step guides, and real-life testimonials, it provides restaurant owners with everything they need to make Uber Eats work for them.
From conducting a UX audit to designing a content hierarchy and aligning sticky headlines with clear value props, we made sure each lesson was easy to master.
We also turned these lessons into a streamlined in-app onboarding guide.
Project: Grow your way
As the world began moving past Covid, one thing was certain: delivery was here to stay. I wrote a manifesto ushering in our new campaign, Grow your way, then crafted evergreen and seasonal website narratives to ensure our messaging was timely and helpful. Across every touchpoint the goal was simple: to give merchants the tools to grow on their terms.
When designing Uber Eats for Merchants landing page, I streamlined copy for scannability, clarified CTAs to better match user intent, and collaborated closely with design to ensure the copy hierarchy aligned with the visual hierarchy. Because clear, human-centered copy isn’t just about being clever, it’s about removing friction and guiding users with confidence at every scroll.
