Campaigns

Uber Eats bags rival brands’ ads in playful OOH campaign

The campaign is live across Sydney and Brisbane

Published

June 19, 2026

Uber Eats has unveiled a striking new Out-of-Home campaign in Australia, transforming billboards from other brands into giant Uber Eats delivery bags to reinforce the platform’s expansive product offering.

Created by Special in collaboration with JCDecaux and EssenceMediacom, the campaign is the latest chapter in Uber Eats’ long-running “Get Almost, Almost Anything” platform. The execution is based on a simple insight: a large proportion of the products people see advertised every day can already be ordered through Uber Eats.

To bring the idea to life, Uber Eats installed oversized green delivery bag structures around existing outdoor advertisements, partially covering campaigns from brands available on the platform. The special builds wrapped around billboards for popular brands including 7-Eleven, KFC, McDonald’s, Petbarn and Guzman y Gomez (GYG), creating the impression that the ads themselves had been packed inside an Uber Eats delivery bag.

The executions turned familiar outdoor site s into attention-grabbing installations, leveraging the recognisable Uber Eats green bag as a visual device. By physically integrating with existing billboards rather than replacing them, the campaign demonstrated the breadth of products available through the delivery platform while creating a strong element of surprise for audiences.

Running across high-traffic locations in Sydney and Brisbane throughout June, the campaign showcases how contextual OOH can be used to transform everyday media spaces into interactive brand experiences. The special builds also reinforce Uber Eats’ positioning beyond restaurant delivery, highlighting its growing network of retail, grocery, convenience and specialty partners.

With its blend of simplicity, scale and playful disruption, the campaign illustrates how innovative OOH can turn existing media into a powerful storytelling canvas while delivering a clear brand message: if it’s being advertised, there’s a good chance you can get it on Uber Eats.