UBER EATS

BACKGROUND

The UEFA European Football Championship was the biggest moment in fan culture in 2024.  

So, for Uber Eats, a brand synonymous with live sport entertainment who was not an official sponsor, it needed to find a unique way to cut through and drive brand preference to get British viewers ordering from their wide range of snacks and have them delivered effortlessly to their door. 

WHAT WE DID

Reaching over half of UK adults, LADbible Group tapped into its most successful entertainment format – Snack Wars – to create a special Euros-edition on behalf of Uber Eats. Running on its flagship web channel, LADbible TV, and supported by a cross-platform suite of digital content, the campaign excited, enticed and entertained football fans during the four-week Euros. 

Three halo Snack Wars episodes featured renowned personalities, including ex-footballers and broadcasters: Thierry Henry and Kate Abdo, Jamie Carragher and Micah Richards, Laura Woods and Ally McCoist, with each pair putting the UK’s finest snacks head-to-head versus the rest of Europe’s. This was complemented by an ecosystem across multiple touchpoints throughout the Euros, encompassing BTS content, in-app activity, Out and About challenges, and Snack Support.  

Watch on Youtube here. 

RESULTS

Our extensive, cross-platform campaign push contributed to impressive campaign stats. In total, there were a whopping 41.2 million views across all social platforms.

3.7 million people tuned into the three episodes across YouTube formats.

All of this, driving a +6%ppt increase in brand love, +12% ppt on trust, +8%ppt uplift in spontaneous awareness and +10%ppt increase in Uber Eats association to the Euros (despite not being an official sponsor). 

And while team Europe came out on top in the content wars, beating the English snacks 2-1, it was Uber Eats who won the tournament.