UBER EATS BAGS UP BRANDS IN PLAYFUL OOH PUSH

Uber Eats has unveiled a striking out-of-home campaign in Sydney and Brisbane, developed by Special, that playfully “bags up” other brands’ ads. Running until 30 June, the latest instalment of its ‘Get Almost, Almost Anything’ platform cleverly demonstrates the delivery service’s vast offering by transforming everyday billboards into Uber Eats moments.  

Uber Eats has launched a bold new out-of-home campaign across Sydney and Brisbane that literally bags up other brands’ advertising to highlight the breadth of its offering. Running until 30 June, the initiative forms the latest instalment of the platform’s long-running ‘Get Almost, Almost Anything’ campaign, developed by creative agency Special.  

The campaign cleverly reimagines the urban advertising landscape by placing Uber Eats-branded bags over existing billboards and posters for household names including McDonald’s, Burger King, Pet Barn and more. Produced in collaboration with JCDecaux and EssenceMediacom, the builds are designed to be unmissable, transforming familiar ads into playful reminders of the delivery service’s extensive selection.  

According to the release, the creative idea stemmed from a simple observation: almost every outdoor ad people encounter is for something that can be ordered via Uber Eats. By adding a bag to those ads, the campaign turns them into witty, instantly recognisable brand statements that reinforce the platform’s promise of convenience and variety.  

The execution is both disruptive and light-hearted, ensuring Uber Eats stands out in crowded cityscapes while engaging audiences with humour and creativity. It also underscores the brand’s ambition to position itself not just as a food delivery service but as a lifestyle platform capable of bringing almost anything to consumers’ doors.  

This latest chapter continues Uber Eats’ tradition of inventive marketing that blurs the line between advertising and entertainment. The campaign’s visual simplicity—placing a bag over another brand’s ad—makes it universally understandable, while its cheeky tone ensures memorability. By embedding itself into the fabric of everyday advertising, Uber Eats reinforces its ubiquity and relevance in consumers’ lives.  

As the campaign rolls out across Sydney and Brisbane, it is expected to generate significant buzz, both for its audacious creative approach and for the way it reframes competitors’ visibility into Uber Eats’ own narrative. In doing so, the brand not only captures attention but also cleverly reminds audiences of the sheer scale of its offering.