When Uber Eats wanted to announce that they were expanding their delivery services beyond restaurant food, there was a problem – their name was Uber EATS. Calling yourself “Eats” makes a whole lot of sense if you’re delivering a burger and fries, but a whole lot less sense if you want people to know you can deliver batteries or light bulbs or diapers.

So, rather than run from the confusion, we embraced it. We created an announcement campaign that was born from the logic bomb that our name created. We called it “Uber Don’t Eats.”

The campaign asks a question that no consumer would ask themselves, but every consumer would find hilariously memorable: “If it was delivered with Uber Eats, does that mean I can EATS it?”

We brought this confusion to life with the help of a range of celebrities that would help us connect with every corner of culture. Jennifer Coolidge, Nicholas Brawn (AKA Cousin Greg), Trevor Noah and Gwyneth Paltrow. Gwyneth was kind enough to take a bite out of her very own “Vagina Candle” to help us set Twitter ablaze.

When all was said and done, the campaign garnered over 5 billion+ in reach, was covered by everyone from Jimmy Kimmel to Good Morning America, was reposted by Ariana Grande to her 265 million followers, had the US Government tweeting to remind people that dish soap isn’t food, and most importantly made Uber Eats new offerings absolutely clear to everyone.

Even the prestigious Kellogg’s School of Business thought our dumb joke was pretty smart by awarding us the most effective Super Bowl ad.