Uber Eats Turns Other Brands’ Billboards Into Deliverable Products in Australia
Uber Eats continues to explore the branding power of one of its most recognizable assets: its delivery bag.
After previously using oversized versions of the bag on restaurant facades in Córdoba, Argentina, the company has now brought the idea to Australia with an outdoor advertising campaign that interacts directly with other brands’ billboards.
A Campaign Built Around Availability
Created by Special Australia, the campaign is part of Uber Eats’ ongoing “Get Almost, Almost Anything” platform.
The idea is based on a simple insight: many of the products consumers see advertised throughout the city can also be purchased through Uber Eats.
Transforming Existing Advertising
Rather than creating traditional standalone advertisements, Uber Eats intervenes existing outdoor media placements.
The campaign uses specially constructed delivery bags that appear to wrap around products featured in other brands’ billboards, making them look ready for delivery.
The Delivery Bag Becomes the Hero Asset
Developed in collaboration with JCDecaux and EssenceMediacom, the campaign turns the Uber Eats bag into an instantly recognizable symbol of convenience and accessibility.
By placing its packaging over existing advertisements, Uber Eats communicates product availability without relying on lengthy messaging.
Expanding Beyond Food Delivery
One of Uber Eats’ biggest communication challenges is showing consumers that the platform now offers much more than restaurant meals.
From groceries to retail products, the service continues to expand its catalogue, and the campaign uses visual storytelling to reinforce that evolution.
A Simple Idea With Broad Flexibility
The delivery bag works as a highly adaptable branding element because it is directly connected to the service while remaining flexible enough to apply across multiple product categories.
Every billboard covered by the bag suggests that whatever consumers see around the city could also be part of their shopping experience within the Uber Eats app.
What Brands Can Learn From This Campaign
The campaign highlights the value of investing in distinctive brand assets that can communicate meaning without extensive explanation.
Uber Eats demonstrates how a simple visual element can evolve into a strategic storytelling device capable of reinforcing brand positioning across multiple environments and media formats.
Summary
Created by Special Australia, Uber Eats’ latest campaign transforms existing outdoor advertisements into deliverable products by wrapping them inside the brand’s recognizable delivery bags.
Part of the “Get Almost, Almost Anything” platform, the campaign demonstrates the breadth of Uber Eats’ offering while turning its delivery bag into a powerful visual branding asset.
Frequently Asked Questions
Uber Eats uses its delivery bags to cover existing billboards, suggesting that the advertised products can also be ordered through the app.
The campaign was created by Special Australia in collaboration with JCDecaux and EssenceMediacom.
The delivery bag is one of the brand’s most recognizable visual assets and instantly communicates convenience, delivery, and product availability.
Strong brand assets can communicate complex messages quickly and effectively across multiple channels and categories.
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