Watch Uber Eats’ first holiday gifting campaign with ‘Real Housewives’ star

Uber Eats is trying to break into the holiday gifting market with its first holiday campaign, which features Luann de Lesseps, formerly of Bravo’s “Real Housewives of New York City.” The campaign involves a remake of “Money Can’t Buy You Class,” a song Lesseps released in 2010 under the name Countess Luann. With Uber Eats’s version, money can buy you class—by shopping for last-minute gifts on the delivery platform, including candles, makeup and champagne. The campaign, which includes fellow former “Real Housewives” star Sonja Morgan, was inspired by a data point from the National Retail Federation—that almost 60% of shoppers wait until December to finish their holiday shopping. “We’ve invested a lot in gifting technology in the last year,” said Kirsten Cave, senior marketing manager for Uber Eats. “With our holiday campaign, we wanted to stay top of mind, and remind users they can do more than just get food with Uber Eats.” Watch more of the latest holiday commercials It follows another recent musical Uber campaign related to a Bravo show: Cast members of “Vanderpump Rules” in May sang about saving on “rides and eats” to the tune of Scheana’s “Good as Gold” single from 2014. The new spot, from Special Group and directed by Jake Honig, was filmed as a 60-second music video, and will run on social media channels and YouTube. Check out the latest Ad Age events and award programs As part of the campaign, Uber users will now see a Gift Hub tab in the app, where they will find curated gift lists. De Lesseps’ lists include “Gifts for Real Housewives” (alcohol), “Gifts for Cabaret Queens” (eyeshadow and perfume), and “Gifts for Fabulous Guests” (chocolates and candles). Actor Christopher Briney from Amazon Prime’s “The Summer I Turned Pretty” will also have several curated lists. “We saw the success of our campaign with the ‘Vanderpump’ cast, and felt there was another opportunity to delight fans,” Cave said. This isn’t the first time Uber Eats has looked to remind users it can deliver more than food. Its 2022 Super Bowl spot featured Jennifer Coolidge, Nicholas Braun, Trevor Noah and Gwyneth Paltrow trying to eat candles, soap and light bulbs since they were delivered by Uber Eats. The brand declined to comment on its 2024 Super Bowl ad plans. In November, Uber reported that deliveries account for $16 billion in gross bookings, up 18% from last year, according to third-quarter earrings.

Watch Uber Eats’ first holiday gifting campaign with ‘Real Housewives’ star

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