Scholz & Friends: Uber Eats' Let's Eat First

Food - the most ingenious invention in the world. Just chew, munch, smack and everything will be fine. It lifts your spirits when you've messed up. It tastes twice as good when you've done something well. It turns a good time into a delicious time.

Food is a mental break. Food is the little invigorating boost your mind needs at the moment. Food simply makes every moment in life better. So, whatever you plan to do next: eat first.

Underground rapper “Dilla” provided the centrepiece of the campaign, an ode to the universal power of food titled, or "Erstmal Essen" or "Let's Eat First". The song went viral online with a popular music video and made it to the top of the playlists of the campaign’s target audience. This was followed by further social media moving image formats, activating YouTube pre-rolls and an OOH campaign in Berlin that was hard to ignore.

The campaign achieved considerable success. Sales figures rose by 44% and brand awareness grew by 21%. The soundtrack secured 5th place in one of the most popular German hip-hop playlists on Spotify, as well as 4th place in the German hip-hop underground playlist. In addition, the campaign was honoured at renowned industry awards, including the ADC, CLIO, DDA and Effie awards in 2023.