Case Summary
"Without long-term brand marketing, we wouldn't have a business." (Uber APAC CMO)
In an industry increasingly chasing short-term spikes, Uber Eats took the opposite approach: building consistent, brand-led growth. The conviction was tested in 2022 when the business pivoted from takeaway-food to 'everything' delivery. With its new platform 'Get Almost Almost Anything', Uber Eats extended the promise beyond restaurants while protecting existing equity. The campaign defended leadership in food delivery while accelerating growth into new categories. Over three years, the platform delivered +63% incremental revenue at a 338% marketing ROI.