With Erstmal Essen, an authentic piece of music was created that, on the one hand, fit completely natively into the discography of the young Berlin up-and-coming artist Dilla and inspired her community, and on the other hand, was a catchy and memorable jingle that inextricably linked Erstmal Essen with the Uber Eats brand. Erstmal Essen found its way into Germanys most prestigious Spotify Playlists like “German Hip Hop New” ( #5) & German Hip Hop Underground (#4). 

The Erstmal Essen campaign was kicked off with a 2 minute "Erstmal Essen" music video featuring the up-and-coming Berlin hip hop/new German wave artist "Dilla". Catchy lyrics peppered with cultural insights to sing along to, got Dilla's community started in no time and catapulted the single into the most important German playlists. Shortly after, various 15's, 10's and 6's paid media ads followed, which ran up and down on Youtube and gradually penetrated deep into current pop culture and were picked up on social media. At about the same time, a large-scale and hard-to-ignore OOH campaign was launched exclusively in Berlin, based on the lyrics of the Erstmal Essen song, which amplified the campaign and gave the music video an additional boost. TikTok influencers were brought in to use the song for their own interpretations and inspire their communities with entertaining creations.