Uber Eats
Gameday feeds are crowded every season, but as the NFL’s official food delivery partner, Uber Eats couldn’t rely on its sponsorship to win over foodies and fans. It had to own the football-food conversation.
The integrated marketing campaign, “Football is for Food,” reframed gameday through an elaborate but somewhat believable conspiracy theory: football exists to make you buy more food. I saw an opportunity for Uber Eats to participate authentically in NFL Internet culture—not just advertise to it—and developed a strategy that made the brand’s presence feel more credible than the theory itself.
Football is for Food
I led social strategy and creative direction, overseeing concepting and copywriting for a bespoke comic series that translated the IMC into social-first storytelling. I partnered with Flork of Cows, a creator with a cult following rooted in early Reddit and Facebook communities, to produce original comics designed for social velocity. The series positioned Uber Eats as part of gameday culture in a way that felt native, not “brand-y.”
The five comics earned over 1.3M impressions and 639K engagements on Instagram, boosting Uber Eats’ cultural relevance during peak football season and reinforcing its role as an integral part of gameday.
IMPRESSIONS
ENGAGEMENTS