EURO SNACK WARS

The UEFA European Football Championship was the biggest moment in fan culture in 2024.

So, for Uber Eats, it was a huge opportunity to unlock new customers watching the tournament at home. However, they weren’t an official sponsor, so they needed to find a unique way to cut through and drive brand preference to get British viewers ordering their snacks, whilst aligning with their established brand platform “Get Groceries Effortlessly”. Reaching over half of UK adults, LBG tapped into its most successful entertainment format – Snack Wars – to create a special Euros-edition on behalf of Uber Eats. Running on its flagship channel, SPORTbible, and supported by a cross-platform suite of digital content, the campaign excited, enticed and entertained football fans during the Euros. Three halo Snack Wars episodes featured some of football’s biggest voices and broadcasters: Thierry Henry and Kate Abdo, Jamie Carragher and Micah Richards, Laura Woods and Ally McCoist, with each pair putting the UK’s finest snacks head-to-head versus the rest of Europe’s. This was complemented by an ecosystem across multiple touchpoints. And while team Europe came out on top in the content wars, beating the English snacks 2-1, it was Uber Eats who won the tournament.