Observed Signal · Jun 24, 2026 · Award · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Uber Eats Wins Media Grand Prix at Cannes Lions
Uber Eats won the Media Grand Prix on day three of Cannes Lions 2026 for its interactive in-app campaign 'Build Your Own Super Bowl Commercial,' which let users assemble bespoke ads from unaired footage and unlocked deals. The campaign, produced with agency partner Special U.S., generated more than 1,000 bespoke pieces of content and used 36 hours of unaired clips. Uber Eats reported its best-ever Super Bowl sales (up $36 million) and 3.7 million additional app visits as a result. Cannes’ day-three awards also honored BCP (Creative Data), Puerto Rican delivery app Uva (Direct), KitKat (PR) and Heineken (Social & Creator) across other Grand Prix categories.
Recognizes notable, measurable creative work in app-driven advertising and highlights in-app interactive execution that drove downloads and sales; relevant to marketers and creative agencies but not a platform- or policy-level industry shift.
Track Uber Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Uber Eats won the Media Grand Prix at Cannes Lions 2026 for the 'Build Your Own Super Bowl Commercial' in its app.
- Uber Eats and agency partner Special U.S. produced more than 1,000 bespoke pieces of content and used 36 hours of unaired clips for the campaign.
- The campaign drove Uber Eats’ best-ever Super Bowl sales — up $36 million — and increased app visits by 3.7 million.
- BCP won the Creative Data Grand Prix for 'SOS POS' (created by Circus Grey), using a front-end API to block accounts at POS after phone theft.
- Other Grand Prix winners: Uva App (Direct, 'Uva Uva Bombon' by De La Cruz Ogilvy), KitKat (PR, 'The KitKat Heist' by VML), Heineken (Social & Creator, 'Could Have Been a Heineken' by LePub Milan).
Connected Companies & Entities
5 Entities mapped“Uber Eats’ Super Bowl app game has won the Media Grand Prix as Cannes Lions reveals the winners from day 3, which focuses on data and digita...”
“BCP 'SOS POS' by Circus Grey: the initiative allowed customers to instantly block their bank accounts at POS terminals after phone theft and...”
“KitKat 'The KitKat Heist' by VML earned the PR Grand Prix for a campaign that let customers track stolen bars by entering batch numbers into...”
“Heineken secured the Social & Creator Grand Prix for 'Could Have Been a Heineken' by LePub Milan, building the first voice-to-beer bot on Wh...”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Top 10 Ad Campaigns: Playful, Cultural, and Celebrity-Driven!
Adweek’s roundup highlights ten notable ad campaigns emphasizing playful self-awareness and brand storytelling. Burger King retired its long-standing King mascot in an Oscars debut where U.S. & Canada president Tom Curtis hands the crown to customers; CMO Joel Yashinsky framed the shift as positioning the brand as inclusive. Uber ran a meta St. Patrick’s Day spot called “Irish Xit.” Other launches include Ugg’s return of the Fluff Yeah sandal, JCPenney’s Texas runway featuring local residents, Hotels.com’s literalist spots, a Beats x Nike co-branded earbud spot with LeBron James, Sprite’s global “It’s That Fresh” platform, Patrón’s cinematic short directed by Guillermo del Toro, and Colgate’s emotional Millennial‑caregiver creative. McDonald’s “Big Arch” burger ad was named Adweek’s Most Effective Ad of the Week, performing 136% above the Quick Serve category average for March 10–16.
Uber Eats taps Gordon Ramsay for global World Cup ad
Uber Eats has launched its first-ever global advertising campaign starring chef Gordon Ramsay, timed to coincide with the FIFA World Cup. The campaign, titled 'Who Could Cook At A Time Like This?', features Ramsay interrupting people mid-cook to encourage fans to order delivery instead of missing match moments. Created by agency Mother and directed by Jeff Low through Biscuit Filmworks, the campaign will run across 17 markets starting June 11 and will be supported by a global social media program throughout the tournament. Georgie Jefferies, Uber's global head of marketing, and Felix Richter, Mother’s global chief creative officer, are quoted on the creative approach and cultural relevance of the idea.
Digiday 2026 Media Buying & Planning Awards Winners
Digiday published the winners of its 2026 Media Buying and Planning Awards, highlighting campaigns and agencies that used AI, data-driven planning and omnichannel strategies. Kepler won Most Innovative Media Agency after expanding into an intelligence-led growth consultancy and launching its Kip platform and Kip AIR for generative-AI visibility. Samsung Ads and Havas won Best Connected/Streaming TV Campaign for Domino’s GameBreaks, an interactive CTV format on Samsung TV Plus. Kraft Heinz’s Heinz Verified (Kraft Heinz & Salt XC) won B2B Media Campaign of the Year after a national B2C2B approach that included Uber Eats integration and generated over 300 million impressions across six markets. The awards list includes new AI categories and recognizes a wide range of creative, media-mix, retail media, and omnichannel work across brands and agencies.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.