Eerst iets lekkers

Beloved Dutch folk singer Frans Bauer, known for his “levenslied” music or “songs of life,” takes fans by surprise by performing a rap track in Uber Eats’ first-ever Dutch language ad campaign.

The new campaign “Eerst iets lekkers”, the first work created by We Are Pi for Uber Eats, aims to build awareness for and familiarity with the online food delivery app in the Netherlands. The idea revolves around the simple but powerful idea that eating something tasty first (“Eerst iets lekkers”) puts a positive spin on any situation.

A series of humorous spots will see Frans rapping about Uber Eats – with the words “First something tasty, delicious Uber Eats’ ( “Eerst iets lekkers, lekker Uber Eats” in Dutch). We see various situations, such as a stressful day at the office, frustrations when trying to assemble DIY furniture, or tears at a bittersweet TV series finale, where an Uber Eats delivery makes all the difference. With his cheerful demeanour, Frans brings the positive message of the campaign to life, increasing its relatability and accessibility in the Dutch market.

The campaign will run in the Netherlands across social, digital, OOH (including trams), CRM and POS. There will also be collaborations with local creators to help spread the message.

To tease the campaign, Frans shared a video on his social media channels the day before the launch, without mentioning Uber Eats: "You’re getting the exclusive: I'm going to make a rap track, something fresh! I'll share more about it tomorrow." This sparked a lot of curiosity among his fans.

Thomas van Ardenne, Head of Marketing Netherlands for Uber Eats said: "We are excited to launch the first-ever brand campaign for Uber Eats in the Netherlands. Together with Frans Bauer, we’ve created a fun and engaging campaign that highlights that no matter the situation, positive or negative, first eating something tasty always makes things better. Of course, conveniently delivered by Uber Eats."

Daan van Dam, Group Creative Director at We Are Pi says: “We’re proud of our partnership with Uber Eats and helping them launch their first-ever Dutch campaign. It has become a fun, cheerful campaign that perfectly captures the feeling we all know: sometimes you just need something tasty first. A rapping Frans Bauer bringing the positive message of the campaign to life was the cherry on the cake.“

Patrick Garvey, Founding Partner at We Are Pi said, “Partnering with Uber Eats, a brand known around the world using humour as a powerful lever to engage audiences, has been a joy and taken very close collaboration and partnership. We hope you all enjoy it.”