Uber Eats has been honoured with the Grand Effie at the Advertising Council of Australia’s annual Effectiveness in Advertising awards for its “Get Almost Almost Anything” campaign. The campaign, which ran over three years, generated a 24 percent increase in incremental revenue beyond baseline growth and returned $2.93 in profit for every marketing dollar invested. It also contributed to a 13 percent rise in market share, marking a significant evolution for the brand from a dinner delivery service to an on-demand platform for everyday retail items.
The campaign’s success extended beyond Australia, with the strategy adopted in multiple international markets including the United States, Canada, Mexico, Spain, Taiwan, New Zealand, Portugal, and Sri Lanka. It also gained notable exposure during the Super Bowl, underscoring the global impact of the campaign.
Lucinda Barlow, Uber Eats’ Australian-based executive leading the company’s global marketing efforts, highlighted the foundational role of long-term brand marketing for the business’s growth. She noted that the Australian campaigns, including the earlier “Tonight I’ll be eating ...” initiative, have significantly shaped Uber Eats’ positioning worldwide. According to Barlow, these campaigns demonstrated the brand’s creative and strategic potential, breaking internal performance benchmarks and elevating both Australia and brand marketing within Uber’s global operations.
Industry judges commended the campaign as an exemplary case of maintaining brand distinctiveness while evolving creatively, emphasizing its sustained business impact through strategic consistency. The campaign’s advertising agency, Special, which has collaborated with Uber for nine years, was named Most Effective Agency of the Year. Barlow attributed part of the campaign’s success to the longstanding partnership, citing the mutual trust and shared ambition that enabled bold and innovative marketing approaches.
In the same awards cycle, McDonald’s also received recognition for several marketing efforts spearheaded by its agency Wieden & Kennedy. The “Breakfast Comes First” campaign revitalised the brand’s breakfast segment, reversing years of sales and market share decline with a 682 percent return on investment. By reconnecting consumers emotionally to McDonald’s breakfast offerings, the campaign successfully reached a new generation of customers.
Additionally, McDonald’s Christmas campaign featuring the Grinch reversed two years of falling summer sales and delivered record chicken sales, earning a 522 percent return on investment. Judges praised the campaign’s ability to harness cultural insight to rejuvenate an iconic brand asset, noting its strategic agility and strong commercial results.
Together, these campaigns showcase how sustained creativity and strategic brand management continue to drive growth and market leadership across different sectors of the Australian food delivery and quick-service restaurant industries.