When Hip-Hop Meets Hunger: Here's the remix we didn't know we needed!
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| Today, I’m thrilled to share with you a clever execution of such a strategy. Continue reading below to know how one online food ordering and delivery platform captured its target market’s attention with an unexpected marketing twist. When Hip-Hop Meets Hunger: Here's the remix we didn't know we needed! Imagine you’re walking down the street, mind full of meetings, inbox overflowing, and then— BANG! A beat hits your ears. It’s unexpected yet infectious. So, you stop mid-stride. … but wait a minute. Is that… a rap about food? YES! However, the beat is not just about any food; it’s also about that sacred moment a lot of us crave—before the chaos, before the convo, before even making eye contact: “Let’s eat first.” Yes, we’re serious. Welcome to one of the most unexpectedly delightful guerrilla marketing campaigns to come out of 2024: Uber Eats’ “Erstmal Essen” (Let’s Eat First) —a delicious fusion of street culture, music, and appetite!
The genius behind this brilliant move was Scholz & Friends, a Berlin-based creative powerhouse whose strategy wasn’t to push ads into people’s faces Instead, Scholz & Friends dropped a track—an actual, vibe-heavy, chart-climbing song. The artist? Underground German rapper Dilla, who crafted a banger that didn’t just talk about food but also made it sound spiritual. Picture lyrics like: “Before the drama, before the stress… let’s eat first.” Suddenly, eating before anything becomes the battle cry for an entire generation. No flashy Uber Eats logo in the chorus. No heavy branding hammer. Just pure vibes, culture, and cravings. Here’s how the campaign played out:
The Results: Served Hot with a Side of Wins Now, let’s talk real numbers… because vibes are great, but KPIs pay the bills. Here’s what the “Let’s Eat First” campaign achieved:
What else? Germany may have been ground zero, but this campaign had legs—and appetite—across borders! Soon, a Dutch remix popped up, featuring Dutch singer Frans Bauer. Uber Eats also scaled the campaign in Belgium, the Netherlands, Sweden, Ireland, Poland, and Romania. Each version adapted to local tastes while staying true to the core message: “Before we talk, meet, or hustle—let’s eat first.” — In a world where ads chase consumers like a dog after a mailman, Uber Eats did the opposite. It invited people in. It made them smile, nod their heads, and get a little hungry. By doing so, Uber Eats didn’t just earn clicks or orders but also affection. So, the next time you’re about to brainstorm your “next big marketing idea,” take a cue from this playbook: Start with a beat. Serve it with a purpose. Wrap it in joy. Then, whatever happens… let’s eat first. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! Do you want to know how this furniture giant built a reputation for selling reliable products? See it in next week’s article! |
Miles Everson
CEO of MBO Partners and former Global Advisory and Consulting CEO at PwC, Everson has worked with many of the world's largest and most prominent organizations, specializing in executive management. He helps companies balance growth, reduce risk, maximize return, and excel in strategic business priorities.
He is a sought-after public speaker and contributor and has been a case study for success from Harvard Business School.
Everson is a Certified Public Accountant, a member of the American Institute of Certified Public Accountants and Minnesota Society of Certified Public Accountants. He graduated from St. Cloud State University with a B.S. in Accounting.
