Uber Eats flew a seven-metre pickle across Sydney’s eastern coastline yesterday (14 November) in celebration of National Pickle Day. Towed by a helicopter, the 300kg sculpture was also said to be a “timely reminder” that the delivery platform has expanded its grocery selection.
Uber Eats ANZ Regional General Manager for Retail Lucas Groeneveld says the platform may be synonymous with food delivery but it’s continuing to expand its offering to include more everyday categories like grocery, convenience, alcohol, pharmaceuticals and pet supplies.
“Our aim is to make it easier for Aussies to get what they need by tapping of a button, and importantly, getting them out of whatever last-minute pickle they find themselves in,” he says.
“This mammoth levitating pickle is a tongue in cheek reminder of the everyday use case for Uber Eats – from unrivalled restaurant selection to fresh fruit and vegetables. Our range is there to answer the call on the missing onion in your bolognaise, or the bottle of wine you thought you had in the fridge before a dinner party. We’re helping Aussies access ultra-convenience at their fingertips.”
As part of the campaign, Uber Eats is offering 50% off grocery delivery orders (excluding fees) until midnight today (15 November) by typing in the code PICKLE in the promotions section of the Uber Eats app.
Uber Eats has also launched a new pickle themed banner on the app in Australia offering a curated selection of last-minute grocery items for when the need arises.
Aussies love pickles
There’s more to this campaign than just the concept of helping Aussies out of a pickle, says Uber Eats.
Data reveals that pickles are “surging in popularity” with orders up nearly 10 times from January to October this year.
“While thousands of pickles and cucumbers are ordered every week in Australia on the Uber Eats app, it’s Victorians who are consuming the most pickles per capita ahead of NSW residents with Queenslanders in third,” says Uber Eats.