The Food Delivery Wars at The Super Bowl

Two of my favorite Super Bowl advertisements this year came from food delivery services and if you think about the audience in the moment, it’s appropriate that the giants in the space would be playing out their own messaging. And fighting for share of voice and share of delivery activity. Perhaps even in the moment!

First there is Uber Eats who was one of the first (to my eye) to put out a teaser spot pre-game and then actually release its full spot before the game as well. Interesting to note, the original spot included a reference to people with peanut allergies which many found offensive so the brand edited it out for the final cut during the game. I guess we could call that market research in action.

This Uber Eats spot has all the makings of a classic Super Bowl ad: humor, entertainment, celebrity, product mentions, and benefit messaging. Well done.

And then of course there is Door Dash, another food delivery service. Their Super Bowl gig included a chance to win every single product advertised on the Super Bowl. But not without having to work for it!

The Super Bowl is certainly a crowded space to advertise (stating the obvious), so Door Dash attempts to break through with not only a compelling offer but also an engagement device that connects people to their ad. Quite clever. Don’t think the winner has been announced yet so we will wait on that one.

More to come from me over the course of the week. I just love all of this!

What’s your experience? JIM