Uber customers taking a ride or waiting for their Eats orders may be inclined to add some sweet purchases.
Global consumer product goods (CPG) treats and snack company, Mars Snacking, has announced a new brand experience with Uber and Uber Eats, providing interactive Mars’ Skittles candy product content on the apps.
Uber, which began enabling CPG companies to promote their brands and products to its app in May of 2023, will display Uber Journey Ads and post-Check Out Ads to consumers showcasing Skittles products, including gummies and more.
The ads will be displayed right on the apps when making an Uber Eats purchase or when booking a ride destination. This allows easy access to the Skittles website and also enables users to add products to their Uber Eats shopping cart.
For Mars, the prime ad placement and move marks the next step in reaching more consumers, as the company seeks to continue stoking growth in digital spaces and find new opportunities with omnichannel shopping experiences—according to the company.
Unlocking impulse nature of snacking
“To win in an increasingly digitally-connected world, our job is clear—deliver great brand experiences for people wherever they are,” said Tom Manktelow, senior manager, on demand delivery, Mars Snacking, adding that the aim of the Uber partnership was to “unlock the impulse nature of the snacking category online” by engaging consumers in new ways.
This is not the first time Mars has gotten into delivery services. Last year, the company made its entire portfolio available for same-day delivery through Instacart.
According to audience research company GWI, more than half of Uber users order groceries online, and 85 percent of Uber users are the main person responsible for shopping in their household. Additionally, grocery and convenience stores are among the top five Uber ride destinations.
“With Uber, brands like Skittles are able to unlock new ways to connect with consumers where they are and when they’re in a purchase mind-set,” said Megan Ramm, head of CPG partnerships for Uber advertising.
The Uber campaign is currently active in select markets such as Atlanta, Orlando/Daytona Beach, Houston, Cincinnati, Dallas, Phoenix/Prescot, Nashville and Melbourne, Florida.
In addition, Mars Snacking has partnered with Gopuff to help houses from running out of candy on Halloween, for free. Mars is deploying its first-ever M&M’s Halloween Rescue Squad. The squad will be on call starting at 3p.m. ET on October 31, to deliver free Mars candy across the country to participating locations in under an hour, while supplies last.
Consumers can visit mmshalloweenrescuesquad.com for information.