Sensor Tower · December 2024
Retail Media Monthly: Uber Eats Delivered an NFL Food Conspiracy
Uber Eats delivered laughs with a tongue-in-cheek campaign that framed football as an elaborate conspiracy to sell more food. Peek into their campaign playbook to learn which restaurants scored big with special game-day deals.
A Playful Conspiracy About Football & Food
In a cheeky twist on sports marketing, Uber Eats launched a satirical campaign suggesting that football is a calculated conspiracy to stimulate appetites and drive food sales. Across multiple video creatives, the campaign proposed that the entire sport is “an elaborate scheme to make you buy more food.” The campaign featured celebrities and athletes, like Matthew McConaughey and Christian McCaffrey, while promoting special “Gameday Deals” at partnering restaurants.
Partnering Restaurants Scored Big with Gameday BOGOs
The Uber Eats football campaign was led by fast food and fast casual restaurants, including Wendy’s, Little Caesars, Taco Bell, and Burger King. Each restaurant promoted their own special “Gameday Deal,” such as BOGO pizzas or a BOGO Crunchwrap Supreme. Wendy’s was by far the largest advertiser, generating more than double the impressions of any other brand. For Uber Eats, the campaign was a chance to highlight their status as an official NFL sponsor.
Top Advertisers Prioritized Video Ads on YouTube and TikTok
Uber Eats tapped into a range of media channels to promote their football campaign. Many of the campaign’s largest advertisers prioritized YouTube and TikTok, where engaging video creatives pushed conspiracy theories and special deals. Advertisers with a smaller presence, such as Burger King and Buffalo Wild Wings, focused on Facebook and Instagram to maximize their efficiency.
Wendy’s Impressions Surged by 20x in October
As Wendy’s emerged as the MVP at Uber Eats, their overall retail media impressions skyrocketed by 20x MoM, reaching their highest level in over a year. Throughout 2024, Wendy’s strategically partnered with all three of the leading food-delivery services: Grubhub, DoorDash, and Uber Eats. In October, in addition to the Uber Eats football campaign, Wendy’s also promoted chicken sandwiches with YouTube ads at Grubhub.
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