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Uber Eats Slogan Hijacked To Promote World Hunger Awareness

Australia's largest humanitarian organisation has taken Uber Eats' food delivery campaign and flipped it on its head.

World Vision's latest campaign plays on the well-known Uber Eats advertisement, features the slogan 'Tonight I'll be eating...' followed by the meal choice of various celebrities.

Big names including Rebel Wilson, Ruby Rose, and comedic duo Hamish and Andy have all taken part in the food delivery campaign, which comes in both television and print formats.

World Vision has used the format to highlight that supporting a child in need can be as easy or as cheap as ordering a meal on the app.

The ads feature impoverished children alongside the original Uber Eats slogan.

"In the time is takes to order in your next meal, you can help a child eat better for days to come," the World Vision website reads.

"For the price of a pizza, you could feed more than 50 hungry children who are waiting for their next meal."

The original Uber Eats ad campaign. Image: Uber Eats

The average Australian spends up to $1590 each year on food and drink delivery, according to World Vision.

In an essay for Sight, World Vision campaign spokesperson Jacquii Rubin said while Australians have the luxury of choosing from more than 150,000 different menu items on Uber Eats, "there are millions more around the world for whom the next meal is uncertain".

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Image: World Vision

Rubin wrote that the campaign came about after an office chat about how Uber Eats is popular among World Vision's millennial audience -- those born between 1980 and 200.

"Millennials also have high expectations. When choosing who they donate their hard-earned dollars to, they want to see an organisation having impact, making a difference in today’s world and speaking their language," she said.

"So when World Vision Australia’s creative partners suggested we consider tapping into Uber Eats’ latest advertising campaign, we knew they were onto something."

But it's not an attack on Aussie's spending habits, Rubin said.

"We don’t want to discourage Australians from treating themselves with meal delivery services like Uber Eats," Rubin said.

"What we’re suggesting is that by ordering a meal and making a small donation to World Vision at the same time, you can have your cake... and eat it too."

After the campaign came to UberEats' attention, the company contacted World Vision with an offer to collaborate to "promote their incredibly valuable work".

"While encouraging overindulgence wasn't our intention, we are pleasantly surprised that such a highly regarded organisation has used our brand platform to spread their message," an UberEats spokesperson told 10 daily.

Contact the author: vquested@networkten.com.au