Uber Eats bags other brands’ ads to show consumers can get ‘almost, almost anything’ via Special

Australia – Uber Eats has taken its “Get Almost, Almost Anything” platform to the streets by literally bagging other brands’ advertisements, turning existing billboards into playful reminders of the delivery app’s extensive offering.

Created by Special in partnership with JCDecaux and EssenceMediacom, the latest campaign builds on a simple observation: many of the products featured in outdoor advertising are also available to order through Uber Eats.

Instead of launching conventional billboards, Uber Eats placed oversized versions of its signature green delivery bags over existing out-of-home advertisements, making it appear as though the promoted items had been packed up and were ready for delivery.

The result is a series of attention-grabbing installations designed to reinforce the breadth of products consumers can access through the platform beyond restaurant meals.

According to the campaign, “almost, almost every outdoor ad you pass is an ad for something you can get on Uber Eats,” with the bag serving as an instantly recognisable visual cue linking those products back to the app.

The out-of-home executions have been rolled out across high-traffic locations in Sydney and Brisbane, where they will run from 1 June to 30 June.

The initiative marks the latest expression of Uber Eats’ long-running “Get Almost, Almost Anything” campaign, which has evolved to highlight the platform’s expanding range of retail and convenience offerings.