Uber Eats is brimming with postmodernism with its recent campaign in Australia.
Previously, Ridesharingforum.com reported about Uber Eats installing giant Uber Eats bags on the façades of restaurants in Córdoba to welcome the arrival of the app in the Argentinian market.
This time, Uber Eats Australia seemed to have taken inspiration from those bags in Argentina to install also gigantic bags outdoors in the city, but here’s the twist: “billboards” of your favorite brands, big brands like KFC and 7-Eleven, not giant food or groceries, are inside.
It banks on Uber Eats’ “Get Almost, Almost Anything” campaign, turning everyday sights of billboards into playful reminders of the delivery app’s extensive offerings.
Uber Eats’ “Get Almost, Almost Anything” campaign is the food delivery app’s marketing strategy that utilizes humorous and literal interpretations of “getting anything” to highlight the app’s expansion beyond food, but also in retail, drinks, and convenience products. It started in 2023 and became even more widespread in 2025.
The latest campaign builds upon this simple observation: that several of the products featured on outdoor billboards are also available to order through Uber Eats, minus the ads popping up on food delivery apps.
It’s like a programmatic advertising collaboration. Instead of the conventional billboards, Uber Eats placed those lighted billboards inside giant Uber Eats bags, as if those billboards are packed and ready for delivery.
This campaign is categorized as programmatic advertising. Basically speaking, it is the automated buying and selling of digital advertisement space using AI and real-time auctions. Instead of manually negotiating pricing with publishers, algorithms instantly match an advertiser’s target audience with available ad slots on websites, mobile apps, or streaming platforms, and these campaigns are the outcomes.
Back in Argentina, when Uber Eats ran the giant-bags campaign, which consisted of covering the front areas of the biggest dining establishments in Córdoba with a scale version of the iconic Uber Eats delivery bag. Sometimes, the bags replaced the restaurant’s logo on the façade, like saying, “Uber Eats delivers from here.”
The message to the customers then was clear: each time they enter a restaurant, they will discover they can indulge in their favorite food at home, with all the convenience and safety that Uber Eats offers.
The creative directors behind this campaign, Mathias Harbek and Yago Fandiño, explained with the Ridesharingforum.com team, "When the brief arrived, the creative response had to rise to the occasion. We didn’t want just another ad in the city: we wanted the city itself to be the ad. Wrapping the logos of the most iconic restaurants with Uber Eats bags is a very simple way to show that Uber Eats has arrived in Córdoba.”
The Uber Eats Australia follow-through campaign has been rolled out across Sydney and Brisbane, and will be around until June 30th. If you happen to be flying to Australia, you better check these out!