Uber Eats | Osheaga

TAKING OVER TAKE OUT IN CANADA.

SET-UP

Uber Eats had launched in Canada and was gaining traction. But with a few other local food delivery services close behind them, they needed to create brand loyalty amongst millennials to truly reign the territory. They wanted to serve up an experience consumers could truly savor, one that intersects food, culture, and community. So, they decided to go to OSHEAGA, the the nation’s largest music festival and epicenter of Canadian youth culture during the summer.

STRATEGY

We set out to fuel the festival with an edible once in a lifetime experience that would solidify Uber Eats as the go-to food delivery app in Canada. We wanted to bring fans closer to their favorite artists through food. We achieved this with the “Spécial”, where OSHEAGA’s must-see Artists, and Montreal’s best restaurants came together to create everyone’s new favorite dish. It was only available at the Uber Eats festival activation - L’Express Uber Eats - or for delivery in Montreal on the Uber Eats app.

We blew fans’ taste buds away with three food collaborations between Artists and Restaurants over the course of three days: The OSHEAGA Wrap (Copper Branch x OSHEAGA), The Spicy ScHoolBowl Q (Mandy’s Salads x ScHoolboy Q), and The Backstage Bea(t) (Boustan x Bea Miller).