The Wiggles & Simon Cowell front new Uber Eats campaign

Aussie children’s music superstars The Wiggles are the latest local celebrities to promote Uber Eats.

Joining them in the new ‘Tonight I’ll Be Eating’ campaign is Simon Cowell, talent show judge, record executive, producer and celebrity manager.

Cowell stars as the grumpy ‘Grey Wiggle’, in stark contrast to the enthusiastic and colourful bandmates Australians already know.

The campaign was created in partnership with Special Group Australia and is set to run across TV, out-of-home, radio, social, digital and owned channels.

More Wiggles characters will appear in upcoming featurettes, including Henry The Octopus.

Since the ‘Tonight I’ll Be Eating’ campaign debuted back in 2017, it has featured stars including Boy George, Sophie Monk, Rebel Wilson, Naomi Watts, Hamish Blake, Andy Lee and Kim Kardashian.

Uber Eats ANZ’s head of marketing, David Griffiths, noted the enduring family appeal of The Wiggles.

“Aussies love nothing more than coming together with their friends and family, and usually, food is at the heart of these sharing occasions. Consequently we are seeing more and more families come into the category. The Wiggles are an Aussie institution and Simon was the perfect person to join the band as The Grey Wiggle. The campaign builds from week-to-week across all forms of traditional, digital and social media so keep an eye out for some amazing collaborations and VIP appearances,” he said.

Max McKeon, the creative director for Uber APAC at Special Group Australia, also paid tribute to the ‘unbending optimism’ of the performers.

“The ‘Tonight I’ll Be Eating’ brand platform has made its way to over seven different countries, but our latest campaign brings it home strong again – pitting the harsh critique of Cowell against the unbending optimism of The Wiggles.  It not only shows what great sports everyone involved was, but every adult who’s ever had to watch the family-friendly group will automatically empathise.”

Campaign credits:

CLIENT: UBER EATS
MARKETING DIRECTOR APAC: LUCINDA BARLOW
HEAD OF MARKETING UBER, ANZ: ANDY MORELY
HEAD OF MARKETING, UBER EATS ANZ: DAVID GRIFFITHS
MARKETING MANAGER: CHANNA GOONASEKARA
STRATEGY LEAD: ALLY DOUBE

CREATIVE AGENCY: SPECIAL GROUP
FOUNDING PARTNERS/CEO: LINDSEY EVANS & CADE HEYDE
PARTNERS & CCO: JULIAN SCHREIBER & TOM MARTIN
CREATIVE DIRECTOR: MAX MCKEON
CREATIVES: JOSIE FOX AND HARRY STANFORD
SOCIAL LEAD: LACHLAN STEWART
HEAD OF BUSINESS MANAGEMENT: TORI LOPEZ
BUSINESS DIRECTOR: CAITY COWPER
BUSINESS MANAGER: DHARSH SUNDREN
GROUP STRATEGY DIRECTOR: CELIA GARFORTH
EXECUTIVE PRODUCER: SEVDA CEMO
HEAD OF STILLS AND DIGITAL: NICK LILLEY
PRODUCER: STEPH WILKINSON (SOCIAL)
DIGITAL PRODUCER: STACY SZABO
TALENT DIRECTOR: EMILY STEWART
HEAD OF DESIGN: ADAM SHEER
SOCIAL AND INFLUENCER SPECIALIST: SARAH MCKIE
EDITOR: FRASER KELTON (SOCIAL)

MEDIA AGENCY: MEDIACOM
GROUP CLIENT DIRECTOR: LYNSEY MOGRIDGE
GROUP STRATEGY DIRECTOR: TIM HULL
GROUP INVESTMENT DIRECTOR: JEN DONALD
ASSOCIATE DIGITAL DIRECTOR: CLAUDIA DOMINGUES

SOCIAL CONTENT: R/GA
ACCOUNT DIRECTOR: BEN WALL
CREATIVES: BEN NEWMAN & NEIL WALSHE
SENIOR SOCIAL STRATEGIST: CALLUM JAMES

FILM PRODUCTION: FINCH
PRODUCTION COMPANY: FINCH COMPANY
DIRECTOR: ALEX ROBERTS
CINEMATOGRAPHER: ANDREW COMMIS
MANAGING DIRECTOR: COREY ESSE
EXECUTIVE PRODUCER: LOREN BRADLEY
PRODUCER: NICK SIMKINS
ART DIRECTOR: SAM LUKINS

POST PRODUCTION: ARC EDIT
EDITOR: LUCAS BAYNES
POST PRODUCER: MICHAELA FENTON
COLOURIST: FERGUS ROTHERHAM
ONLINE OPERATOR: VIV BAKER/CHRIS BETTERIDGE

SOUND: RUMBLE
SOUND ENGINEER: CAM MILNE, LIAM ANNERT & TONE ASHTON
SOUND PRODUCER: KATIE HARPER
SOCIAL DIRECTOR /DOP: WILL ROBERTSON AUS
SOCIAL DIRECTOR /DOP: DAVID SYMMONS   UK

STILLS PHOTOGRAPHER: CHRISTIOPHER TOVO – AUSTRALIA
STILLS PHOTOGRAPHER: SIMON EMMETT – UK

STILLS PRODUCTION: CHEE PRODUCTIONS
EXECUTIVE PRODUCER: MATT CHEE
EXECUTIVE PRODUCER: TAMIKO WAFER

RETOUCHING: CREAM / EA
FOOD STYLIST: HANNAH MEPPEM