Uber Eats has been named among the finalists for the MFA 2025 Awards in Australia. The MFA, or the Media Federation of Australia, was established as early as 1997 as the peak body that represents media communication agencies to media owners, the general public, the government, and the industry as a whole. Membership at the MFA represents over 90 percent of all media agency placed media billings in the Pacific nation.
“Media is anything and everything that touches, moves, influences, informs, and inspires consumers,” the MFA told Ridesharing Forum.
This year’s shortlist, which includes Uber Eats, of course, showcases the industry’s most innovative and effective work ahead of the winners being revealed in the upcoming awards show.
The standout campaign that got Uber Eats into the list of finalists is its “Get Almost Anything, even Andy” campaign.
Launched last January, this Uber Eats campaign in partnership with EssenceMediacom and Special Group, features tennis superstar Andy Murray not only promoting and endorsing the delivery app, but also Tsees Uber Eats delivery people on a quest to catch and deliver the tennis champion to a customer in an epic – and funny – series of chase films.
Alongside Uber, the finalists at MFA Awards 2025 also include McDonald’s, ALDI, IAG, Telstra, and Samsung.
McDonald’s is the renowned fast-food chain, ALDI is a popular discount supermarket chain, IAG is Insurance Australia Group – a multinational insurance company – Telstra is the biggest mobile network company in Australia, and you know Samsung as the South Korean technology company.
These brands’ campaigns – McDonald’s “Squid Game Meal – Dare to Play?” by OMD and Akcelo and IAG’s “Help Our Highway” by Initiative and News Corp, as well as ALDI’s “ALDIcore” by Zenith, Samsung’s “Clash of Commuters” by Clemenger BBDO, and Telstra’s outdoor push via OMD – were part of those that were selected.
Raj Gupta, chief strategy and growth officer at UM Australia and MFA Awards steering committee member, believes the awards highlights a healthy and dynamic industry.
He stated, "The 2025 MFA Award finalists not only reflect the importance of media in delivering client outcomes but also the dynamic development of the craft of media.”
The awards recognize campaigns delivering measurable business impact, reflecting the media agency industry’s mission and goal that is, “We Are the Changers.”
Finalists range from independent shops to global agency network as well. The judging panel this year include more than 100 senior media and marketing industry leaders. These judges highlight the strength of collaboration and strategic execution across the board. The categories for the judging are business outcomes, strategic innovation, executional craft, and long-term impact.
Winners will be revealed at the 2025 MFA Awards gala at Randwick Racecourse this September 18th, following the MFA EX conference. The event will also see the unveiling of the prestigious Grand Prix award, Hall of Fame inductee and NGEN Award winners.
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