# Uber Eats: Football is for Food

> Uber Eats’ football conspiracy ad ranked No. 8 in USA TODAY’s Super Bowl poll.

- Owner: Uber Eats
- Kind: Campaign
- Sector: Food & beverage
- Seed date: 2024-09-26
- Peak date: Week of Feb 9, 2025
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 36 (Niche, provisional), v1.2
- Mechanics: Platform jump, Newsjacking, Mystery & lore, Unhinged voice, Scarcity drop

## Summary

Uber Eats launched a football conspiracy ad during the NFL season. Viewers discussed it on Reddit, and Four Walls made a parody. The Super Bowl continuation ranked eighth in Ad Meter; paid sequels followed, and the campaign won a Grand Effie.

## Timeline

- 2024-09-26 — Uber Eats (YouTube) — Uber Eats published McConaughey’s theory that football was invented to sell food.
- 2024-09-26 — @McConaughey (X) — McConaughey posted the launch creative as a campaign participant.
- 2024-09-27 — MediaPost (Press) — MediaPost covered the campaign’s Thursday Night Football launch.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/uber-eats-football-is-for-food

Cite as: How It Spread (2026). “Uber Eats: Football is for Food.” Case HIS-00355. Spread Score v1.2: 36/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00355