Along with the ad, Uber Eats will offer game day deals that will live on a dedicated hub in its app.

Winning over fans

To evolve the idea, Uber Eats and Special US decided to show fans “both sides of this ridiculous conspiracy,” said David Horton, the agency’s partner and chief creative officer.

“After the Eagles won the Super Bowl (and allegedly sold the most wings in NFL history), we loved giving Bradley Cooper the task of defending his birds and football at large,” Horton said.

So far, the conspiracy campaign has been a “big win” for Uber Eats, because it “reinforced our position as a go-to for food delivery with loyal and new audiences and gave us the creative runway to lean even further into tongue-in-cheek storytelling,” Jeffreys said.

It’s also helped link Uber Eats more closely to culture, she added. 

“Our goal is to connect with consumers in a way that feels entertaining, relevant, and unmistakably Uber Eats,” Jeffreys said. “This ties directly to our strategy of engaging consumers in the moments that matter, using distinctive creativity and humor to make an impact, while reinforcing Uber Eats’ relevance in both special occasions and everyday food moments.”