Effies
Australia
How Uber Eats Embraced “Almost” to Become an “Anything” Delivery Brand
Agency
Special Australia
Client
Uber Eats
Awards
Gold
Long-Term Effects - Services/Retail
The Grand Effie
Finalist
Return On Investment - Commercial Over $5million
Case Study
Summary
“Without long-term brand marketing, we wouldn't have a business.” (Uber APAC CMO) In 2026, this is a rare statement of strategic bravery in an industry increasingly blinded by short-termism. While others chase spikes, Uber builds and fiercely defends a culture of consistent, brand-first growth, even as consumers contend with a "cost-of-living" crisis. This conviction was tested in 2022 as they pivoted from takeaway-food to ‘everything’-delivery. Despite repositioning the brand, the new ‘Get Almost Almost Anything’ campaign maintained core brand-equity, defended leadership in existing-categories whilst supercharging growth into new ones.
Case study
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Credits
| Lucinda Barlow | Senior Director, Head of International Marketing, APAC, EMEA, LATAM | Uber Eats |
| Nicole Bardsley | Head of Marketing, ANZ | Uber Eats |
| Holly Dover | Marketing Manager | Uber Eats |
| Danielle Hawley | Global Head of Creative & Brand | Uber Eats |
| Adam Ledbury | Global Creative Director, APAC | Uber Eats |
| Rebecca Macciolli | Marketing Manager | Uber Eats |
| Celia Garforth | Author / Chief Strategy Officer | Special |
| Henry Bilson | Author / Senior Strategy Director | Special |
| Julian Schreiber | Chief Creative Officer & Partner | Special |
| Tom Martin | Chief Creative Officer & Partner | Special |
| Laura Little | Team Lead | Special |
| Charlie Keeble | Senior Business Director | Special |