The “Football Is for Food” campaign of Uber Eats is the runaway winner at Effie Awards US 2026. First things first, what is the Effie Awards US?
Effie Awards US has been going on since the late 1960s, specifically in 1968, and this award-giving body honors the effectiveness of marketing efforts, evaluating the strategies, creative execution, and actual sales or brand impact, more than the popularity. It is a leading advertising and marketing competition honoring campaigns that drive business results. Talk about business. Talk about business results.
The Runaway Winner is… Uber Eats and its “Football Is for Food” campaign.
Uber Eats’ “Football Is for Food” is a multi-year campaign of the food delivery app, wherein, in a recent report on Ridesharing Forum, it featured celebrity Bradley Cooper headlining the recent take, or edition, recent take.
“Is football just a ploy to sell food? Is the NFL behind the greatest conspiracy of our lifetime? Will Bradley Cooper lose his mind defending the sanctity of the sport? Are you getting hungry just thinking about it? Good. Because when football makes you hungry, get deals on Uber Eats all season long,” stated the ad’s caption. Easy to understand.
The announcement happened during the end of May, with the gala held in New York City. Uber Eats relatively went undefeated for the Runaway title, mean, can you recognize the other brands? It’s gonna be hard.
In the winning ad, Uber Eats reframed one of the world’s favorite sports and cultural passions through the lens of food delivery. There’s no need to elaborate, because there’s Cooper to bring home the bacon.
Traci Alford, the CEO of Effie Global, chatted with Ridesharing Forum, saying, “The Effies exist to celebrate work that works. Work that clearly illustrates how effectiveness comes from the combination of strong strategy, creative courage, and results that move business forward. This year’s Runaway winner exemplified that balance beautifully – demonstrating how brands can tap into culture in a way that truly speaks to the consumer.”
Was the selection process of the committee tough? It was, since this year’s contenders were chosen throughout the fields of entertainment, healthcare, beauty, streaming, food, and breakthrough science. And, they were chosen based on campaigns that don’t pick fights, but those that make business sales?
The contenders included:
- Colossal Biosciences for “The First Dire Wolf Howl in over 10,000 Years”
- Kenvue and BBDO New York for “Neutrogena Remembers”
- Novartis and Merkley + Partners for “Your Attention Please”
- Pantene, Procter & Gamble, and Grey New York for “Unexpired Pantene”
- Pringles, Kellanova, and FCB New York for “Call of the Mustaches,” and so much more, with the number one advertising and PR agency part of the action
Also receiving a standing ovation were Coors Light, Chili’s, e.l.f. Cosmetics, JCPenney, Tubi, and eos. Also, there’s Heinz and The Kraft Heinz Company, Mastercard, and more. If there were events snubbed, it’s probably out of insecurities. For more food delivery news, keep it locked right here on Ridesharing Forum!