Most outdoor advertising campaigns require two things: a media buy and a creative execution. Uber Eats and Special Australia needed only one. In June 2026, the delivery platform placed giant green Uber Eats bags over existing third-party outdoor advertisements in high-traffic locations across Sydney and Brisbane, turning other brands’ media spend into a live demonstration of Uber Eats’ own catalogue.
The Insight
The campaign started with an observation that, once made, is impossible to unsee. Walk down any high street in Australia and count the outdoor advertisements. Almost every single one is promoting a product or a brand available on the Uber Eats platform. McDonald’s. Hungry Jack’s. Grocery chains. Snack brands. Beverage companies. The billboards advertising those products are, in every practical sense, already Uber Eats advertisements. They just did not have the bag on them yet.
Special Australia described the logic in its own campaign documentation: it all started with the simple observation that almost, almost every outdoor ad you pass is an ad for something you can get on Uber Eats. Add a bag to those ads, and they become an iconic, playful reminder of that enormous offering.
The execution required no negotiation with the brands being bagged. It required a partnership with JCDecaux, who produced the special builds alongside EssenceMediacom, and the operational capability to install oversize Uber Eats bag structures over existing outdoor advertising infrastructure in high-footfall locations across two Australian cities.
The Physical Execution
The installations were special builds produced by JCDecaux: large-scale green Uber Eats bag structures positioned to sit over existing billboard and large-format OOH placements, so that the rival brand’s creative remained visible within the bag’s opening, framed by the Uber Eats logo and tagline below. The effect made it appear as though the McDonald’s or Hungry Jack’s advertisement had been delivered inside a giant Uber Eats order.
The campaign ran from June 1 to June 30, 2026, across high-traffic areas in Sydney and Brisbane, timed to the middle of Uber Eats’ heaviest competitive period during the FIFA World Cup, when every food and delivery brand was fighting for visibility in the same urban environments.
The Platform It Extends
The bagged billboard activation is the latest execution in Uber Eats’ “Get Almost Almost Anything” campaign platform, which Special Australia first launched in January 2023 with a hero film featuring Kris Jenner and Kendall Jenner. The platform has since expanded through multiple iterations and celebrities including Tom Felton, Nicola Coughlan, and Cher, each one built around the same honest brand positioning: Uber Eats delivers a vast range of things, but not quite everything, and the “almost almost” qualifier is what makes the claim credible rather than hyperbolic.
The platform has been exported globally, with localised versions running in the US, Spain, Taiwan, and other markets. It has won B&T Integrated Campaign of the Year 2023, a Gold Effie, and a One Show Bronze in OOH Copy Craft. The bagged billboard activation adds a new physical, ambient dimension to a platform that had previously operated primarily through broadcast and digital channels.
Why the Format Works
Standard outdoor advertising requires a brand to buy space, create content, and hope the audience notices it among hundreds of competing messages. The Uber Eats bag turns that equation inside out. The content is already there, created and paid for by the brand inside the bag. Uber Eats added the container. The rival brand’s advertising becomes the product. The delivery mechanic that is Uber Eats’ entire business is made visible in the most literal possible format: something placed inside a bag and delivered to a street corner.
The campaign also benefits from a specific quality that the most effective ambient advertising always carries: the first person who notices it tells someone. The image of a McDonald’s advertisement inside a giant Uber Eats bag is unusual enough to be photographed, shared, and discussed before Uber Eats has spent a single dollar on social media distribution for it. The earned media potential of the format was built into the design of the execution itself.
Campaign Name: Get Almost Almost Anything / Bagged Billboard Activation
Agency Name: Special Australia / Media: EssenceMediacom / OOH Production: JCDecaux
Brand Name: Uber Eats Australia
Location: Sydney and Brisbane, Australia (June 1 to June 30, 2026)
