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Hong Kong’s most loveable and dynamic duo Joyce Cheng and Alfred Hui are the stars of Uber Eats Hong Kong’s first-ever ‘Tonight, I’ll Be Eating’ campaign in a bid to celebrate and support the local restaurants on Uber Eats.

The campaign created in partnership with Special Group Australia and Uth Hong Kong, set in a lavish and stylish home, features Joyce and Alfred donning denim jackets covered in the logos of many local favourites. In the commercial, Joyce playfully irons patches of logos from some of their  favourite local shops they will be ordering from. Towards the end of the scene, the duo are seen promoting many local restaurants and their food with an entire wall of televisions sitting behind them, while Alfred is seen in a classic Mary Poppins moment pulling out dishes after dishes of food out of an Uber Eats paper bag. The duo not only sparked insatiable chemistry and dynamic interaction, they also made a point in the importance of supporting local!

As part of the campaign, and in a tongue-in-cheek move which flips the traditional celebrity endorsement model on its head, the ‘Make Local Famous’ campaign will see Joyce and Alfred advocate for the thousands of small and medium restaurants on Uber Eats, and provide over thousands of restaurant partners with bespoke ready-to-use content for them to repurpose on their owned channels.

‘Make Local Famous’ is Uber Eats Hong Kong’s first campaign as part of the ‘Tonight, I’ll Be Eating’ brand platform. The highly awarded platform launched in Australia in 2017 featuring celebrities including Naomi Watts, Sophie Monk, Boy George and Rebel Wilson, and has since gone on to win over 40 awards across the globe. Since then, the brand platform has featured global megastars Kim Kardashian and Australian icon Sharon Strzelecki, as well as curating a battle between iconic movie franchise protagonists Mark Hamill and Patrick Stewart. Taiwan’s edition featured the fun duo Jam Hsiao and Crowd Lu, top-model Lin Chi-Ling and legendary rockstar Wu Bai, as well as Singer Jolin Tsai and actress Lin Mei Xiu. Hong Kong marks the eighth market the ‘Tonight, I’ll be Eating’ brand platform is now live in.

The integrated campaign will air across TV, social, OOH, digital and through restaurant partners. 

Elisa Janiec, General Manager, Uber Eats Hong Kong, says: “Food is a huge part of Hong Kong’s cultural distinctiveness, with its collision of West and East, old and new, hawker street stalls and Michelin-starred restaurants. It’s lively, creative, social, and deeply ingrained into the fabric of the city. There’s no better way to pay homage to this than to hero local restaurants and their food. Hong Kong is built around great food, and this campaign is all about celebrating that.”

Ally Doube, APAC Head of Brand Strategy & Social, Uber Eats, says: “Across APAC, we are passionate about unlocking local consumer insights to bring to life in all of our marketing, whether through brand campaigns or social ads. We are blessed with having the ‘Tonight, I’ll Be Eating’ platform at our hands, one of the most award winning campaigns, as our creative hook. The team in Hong Kong has done an amazing job pairing it with the strongest local insight to bring to life a magical and compelling campaign.”

Max McKeon, Creative Director, Special Group Australia, added: “Introducing the ‘Tonight, I’ll Be Eating’ brand platform in Hong Kong is in itself incredibly exciting, but to do so with Uber Eats offering up one of their biggest brand assets – celebrity – to all the local restaurants in the region makes this an especially unique way to celebrate Hong Kong culture.”