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September 13, 2026

Uber Eats goes back to 2013 with Troye Sivan and Redfoo to launch new brand platform Phew

Uber Australia
Grocery store worker in green vest holds up a head of lettuce, looking at a customer at the checkout counter.
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Remember when a dinner disaster meant heading back out the door? Or when getting groceries delivered meant planning days, not minutes, ahead?

Uber Eats is taking Australians back to life Before Uber Eats (BUE) with the launch of its new brand platform, Phew - celebrating the feeling of relief that comes with having what you need, from dinner to everyday essentials, delivered when you need it.

Set in 2013, the campaign stars Troye Sivan and Redfoo, bringing together two very different snapshots of the era to recreate a world before on-demand delivery became part of everyday life.

Redfoo X Uber Eats PHEW 4
Troye winds the clock back to the early 2010s, appearing behind a supermarket checkout as shoppers endure painfully long queues. Redfoo, meanwhile, returns at the height of LMFAO’s party-rock reign, leading a full-blown flash mob that turns a simple trip to the shops into anything but.

The campaign looks back at the pop culture of 2013 with nostalgia, while having a little less affection for the everyday inconveniences that came with it. At its heart, Phew is about that sense of relief when dinner, groceries or other everyday essentials  you need at the last minute can simply be delivered to you.

Globally celebrated Australian artist Troye Sivan said: “I travel a lot, and when I’m working I can have pretty long days, so I use Uber Eats all the time. There is genuinely such a sense of relief when you get home and remember you can just order dinner and it’s sorted. It sounds like a small thing, but at the end of a long day it really isn’t.”

Film crew shoots a supermarket checkout scene with a cashier scanning groceries for two women.
Grammy-nominated artist and LMFAO frontman Redfoo, whose hits helped define the soundtrack of the early 2010s, said: “Australia has always been such a fun place for me, so it was awesome to be back filming this campaign. We had this huge flash mob come together for the shoot and the energy was incredible – everyone dancing, going for it and having a good time. Those big, spontaneous moments are what I love, so it was a really fun day to be part of.”

The launch of Phew also reflects how much Uber Eats itself has evolved. What began as a way to have restaurant meals delivered has grown into a platform connecting Australians with over 65,000 restaurants, supermarkets and retailers across the country.

Today, Australians are turning to Uber Eats for much more than their favourite takeaway. From the weekly groceries and last-minute flowers to office supplies, baby products, hardware and even lawn mowers, Uber Eats helps Australians get more of what they need delivered straight to their door.

Lucas Groeneveld, Managing Director of Uber Eats Australia and New Zealand, said: “A lot has changed since Uber Eats first launched in Australia, but ultimately it’s about making everyday life a little easier. Whether it’s dinner after a long day, the groceries you thought were already in the fridge or a last minute gift you haven’t had time to buy, there’s a real sense of relief in knowing you don’t have to add another trip to your day. That’s the feeling at the heart of Phew.”