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Library/Campaign/Uber Eats: Football is for Food
Grade B23 sourcesHIS-00355

Uber Eats: Football is for Food

Campaign · 2024 · Niche

36Editable slideCertificate

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

Original · Uber Eats / Special U.S.

Matthew McConaughey

@McConaughey · Sep 26, 2024

might be the game’s just a side dish, if you catch my drift.

5K140
Post · @McConaughey on X
Clip · Four Walls Whiskey on YouTube
Clip · Uber Eats on YouTube
Football is for Food | Uber Eats
Uber Eats on YouTube
Football is for Food
Uber Newsroom
A Century of Cravings
Uber Newsroom
Exclusive: Kevin Bacon joins Matthew McConaughey for 1st time in new Super Bowl ad
ABC News / Good Morning America
Uber Eats | Football is for Food
The One Club / Special and Uber Eats entrant submission
How brands are changing Big Game marketing - Think with Google
Google / YouTube
Philadelphia Eagles fan Bradley Cooper stars in new Uber Eats ads this NFL season
ABC News / Good Morning America
Bradley Cooper Keeps Fighting Uber Eats’ Football Conspiracy
Adweek
News & Press - Uber Eats and Special US Earn Top Honor at 2026 Effie Awards United States Gala with a Grand Effie Win for “Football is for Food” | Effie Worldwide
Effie Worldwide
Ready for the Big Game
Four Walls Whiskey on YouTube
A Century of Cravings | Uber Eats
Uber Eats on YouTube
UBER EATS, FOOTBALL IS FOR FOOD
Overall Murals / campaign production vendor

Spread Score

How it works
Reach28Contagion35Breadth70Velocity5LongevityNo data yet36

Numbers

Entrant-claimed organic reach, 2025 Super Bowl executions
40M
As of Oct 12, 2026 · Self-reported · The One Club / Special and Uber Eats entrant submission
Peak date
Week of Feb 9, 2025
Sep 26 ’24 to Week of Feb 9, 2025
Platforms
7
Started on YouTube
Origin
Paid
Food & beverage

Mechanics

  • Platform jump
  • NewsjackingPrimary
  • Mystery & lore
  • Unhinged voice
  • Scarcity drop

How it spread

Trace the origin

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.

Dates use the stated precision; chart positions are date anchors.

Google searchesAug ’24OctDecFeb ’25MarJunSepNovFeb ’26AprJunPeakYouTubeXPressRedditRetailTVOpen web
YouTubeXPressRedditRetailTVOpen web

14 more events on this chart

Join free to see them

Timeline (17)

  1. September 2024

    Uber Eats seed · Sep 26 ’24

    Uber Eats published McConaughey’s theory that football was invented to sell food.[1][2]

    Football is for Food
    Open the first post ↗

  2. @McConaughey owner response · Sep 26 ’24

    McConaughey posted the launch creative as a campaign participant.[3]

  3. MediaPost press · Sep 27 ’24

    MediaPost covered the campaign’s Thursday Night Football launch.[4]

Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 20 sources · Score 33
Origin
Paid
Sector
Food & beverage
Region
US
Entrant-claimed organic reach, 2025 Super Bowl executions
40M
As of Oct 12, 2026 · Self-reported · The One Club / Special and Uber Eats entrant submission
Evidence
Grade B

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53
In e.l.f we Trust | e.l.f Cosmetics Game Day Commercial 2024

105B impressions

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Open web · 2023

44
Hailey Rhode Bieber on Instagram: "STRAWBERRY GLAZE DAY!!!!!!!!!Feeling over the moon today🍓❤️ thank you thank you thank you!"

IKEA x Chupa Chups meatball lollipop

Instagram · 2026

40
IKEA UK on Instagram: "We heard you like Swedish candy 🍭 So here’s the sweetest mashup no one asked for, but everyone will want to taste!"

25M impressions

Pickle's Back

YouTube · 2026

37
Megan Thee Stallion & Nickelback - Pickle’s Back [Official Music Video]

4M impressions

New cases, every week

How the next thing spread, the week it does.

See every timeline

Free account, every case's full spread.

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Google searchesAug ’24OctDecFeb ’25MarJunSepNovFeb ’26AprJunPeakYouTubeXPressRedditRetailTVOpen web
YouTubeXPressRedditRetailTVOpen web

14 more events on this chart

Join free to see them

  1. September 2024

    Uber Eats seed · Sep 26 ’24

    Uber Eats published McConaughey’s theory that football was invented to sell food.[1][2]

    Football is for Food
    Open the first post ↗

  2. @McConaughey owner response · Sep 26 ’24

    McConaughey posted the launch creative as a campaign participant.[3]

  3. MediaPost press · Sep 27 ’24

    MediaPost covered the campaign’s Thursday Night Football launch.[4]

  1. platform jump · Nov 9 ’24

  2. owner response · Jan 27 ’25

Join free to see the other 14 events and the full chart. Free, on every case.

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Why it worked

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