ANNE MARIE LONGTINE
CONCEPT // CREATIVE DIRECTION
Berlin, 2023.
The food game in the delivery capital is fiercely competitive. 23 Michelin stars. Two restaurants in the gastronomy world rankings. A new food hall every week. Hype is currency… and the ones who ride it well… win.
But what about the restaurants that don’t chase clout? The honest Berlin kitchens that put cooking before marketing?
Instead of entering a bidding war for the latest hotspots, Uber Eats flipped the script… and the kebab skewer. Rather than feeding the hype, they used it to spotlight the real legends of Berlin’s street food culture.
Streetwear meets street food.
In a first-of-its-kind collaboration with Berlin’s most iconic streetwear store, Uber Eats dropped a limited capsule collection that rebranded local eateries from background players to headline acts.
Main characters in their own right.
The drop launched at a true Berlin-style streetwear party: 1,000+ cultural tastemakers, creators, and foodies. Each guest walked away with a piece of the collection and an Uber Eats voucher. But the hype didn’t stop there. Uber Eats handed over its prime ad space to these culinary originals, giving them the kind of reach usually reserved for global brands.
The result?
A little hype goes a long way.
And a 19% increase in Berliners’ intent to order with Uber Eats.
DESIGN PARTNERS & CONTENT CREATION | Overkill
CREATIVE DIRECTOR | Anne Marie Longtine
CLIENT | Uber Eats / Overkill
AGENCY | Scholz & Friends Berlin