With the ongoing pandemic, the popularity of food delivery apps grew tremendously – and so did the rivalry between service providers. With Quebec being a huge market for the brand, how could Uber Eats reign supreme above the rest and win the hearts of Quebecers?
To position Uber Eats as the brand that best respects and understands Quebec and their love for the city’s hockey legacy, we adapted the Uber Eats global campaign “Tonight I’ll Be Eating…”. Light hearted, tongue-in-cheek ads that pair unlikely superstars against one another, we reunited the most unexpected duo in all of Canadian sports history: Mario Tremblay and Patrick Roy of the Montreal Canadiens. The hockey gods took note and the night the commercial premiered, the Canadiens began their run to the 2021 Stanley Cup Finals for the first time in 26 years.
With more than 100 million impressions and counting and bringing home two Strategy Awards, this ad has become cemented in Quebec sports culture forever.
