The One Show
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Category
Integrated / Omnichannel Campaign
Annual ID
OS25_IG003G
Background
As the official sponsor of on-demand food delivery of the NFL, how could Uber Eats own the relationship between football and food?
The NFL sponsors that get the best returns are the ones that feel truly intertwined with the game. Nike or Gatorade appear not just in ads, but on uniforms and coolers. Our job was to weave Uber Eats into the fabric of food + football fandom, making us THE delivery app for the occasion—more easily top-of-mind and tap-of-finger.
The NFL sponsors that get the best returns are the ones that feel truly intertwined with the game. Nike or Gatorade appear not just in ads, but on uniforms and coolers. Our job was to weave Uber Eats into the fabric of food + football fandom, making us THE delivery app for the occasion—more easily top-of-mind and tap-of-finger.
Creative Idea
Everybody knows they’re hungry during the game, but they don’t know why they’re hungry. So we gave them the dumbest reason ever… What if football’s really just a conspiracy to sell us food?
Insights & Strategy
Is it just a coincidence that football makes us crave cheesy pizza, pancakes and turnovers, or is there something deeper going on? Why do those yellow goalposts so strongly resemble two french fries? What was the real story behind names like Julius Peppers, CJ Ham, Jerod Mayo and Jerry Rice?
Once you made these connections, you couldn’t unsee them. It was the perfect premise to cement the connection between football and food, while making Uber Eats synonymous with both.
Once you made these connections, you couldn’t unsee them. It was the perfect premise to cement the connection between football and food, while making Uber Eats synonymous with both.
Execution
We cast Matthew McConaughey as our conspiracist-in-chief launching our scheme, infiltrating the broadcast, integrating into the game, and planting intrigue all season.
The key was not just to advertise, but to integrate across every part of football culture. With unprecedented ambition, we partnered not just with the NFL, but with 6 NFL teams, 10 players, 2 iconic coaches and hundreds of brands.
We launched conspiracy-revealing lenticular OOH, planted topical TikToks with conspiracy sleuths and hijacked actual in-game “telestrators” to reveal live play formations were actually selling pizza.
The idea lent itself to a campaign as vast as the conspiracy. We created not just brand spots, but over 80 completely bespoke co-branded conspiracy stories for 14 hero merchants - and hundreds more in digital channels. (Is wearing a cheesehead a beloved way to celebrate your favorite team? Or is it a thinly-veiled attempt to make you hungry for Little Caesars?). From break-the-internet films to players promoting favorite foods in-app every Sunday, the conspiracy was everywhere.
Super Bowl LIX didn’t only represent the conclusion of the football season—it was the culmination of our conspiracy. This was a game named after a bowl. With a half-time show sponsored by a fruit. At a stadium (Caesars Superdome) named after a salad. This was an undeniable stage for Uber Eats to make its case and solidify its place in football fandom.
So we re-enlisted Matthew to star in a spot that raised the curtain on the entire history of the National Foodball League, from origins of the ‘pigskin’ to the founding of the Buffalo (Wings) Bills, to the naming of William ‘Refrigerator’ Perry. Outside the game, Uber Eats staged a takeover of the stadium itself to reveal its salad-shilling truth - then partnered with Martha Stewart to sell Caesars “Superdome” Salads exclusively on Uber Eats.
The key was not just to advertise, but to integrate across every part of football culture. With unprecedented ambition, we partnered not just with the NFL, but with 6 NFL teams, 10 players, 2 iconic coaches and hundreds of brands.
We launched conspiracy-revealing lenticular OOH, planted topical TikToks with conspiracy sleuths and hijacked actual in-game “telestrators” to reveal live play formations were actually selling pizza.
The idea lent itself to a campaign as vast as the conspiracy. We created not just brand spots, but over 80 completely bespoke co-branded conspiracy stories for 14 hero merchants - and hundreds more in digital channels. (Is wearing a cheesehead a beloved way to celebrate your favorite team? Or is it a thinly-veiled attempt to make you hungry for Little Caesars?). From break-the-internet films to players promoting favorite foods in-app every Sunday, the conspiracy was everywhere.
Super Bowl LIX didn’t only represent the conclusion of the football season—it was the culmination of our conspiracy. This was a game named after a bowl. With a half-time show sponsored by a fruit. At a stadium (Caesars Superdome) named after a salad. This was an undeniable stage for Uber Eats to make its case and solidify its place in football fandom.
So we re-enlisted Matthew to star in a spot that raised the curtain on the entire history of the National Foodball League, from origins of the ‘pigskin’ to the founding of the Buffalo (Wings) Bills, to the naming of William ‘Refrigerator’ Perry. Outside the game, Uber Eats staged a takeover of the stadium itself to reveal its salad-shilling truth - then partnered with Martha Stewart to sell Caesars “Superdome” Salads exclusively on Uber Eats.
Results
The campaign delivered record-breaking results for Uber Eats, as well as featured merchant partners, across multiple metrics.
Uber Eats highest-ever spike in brand likeability
Uber Eats app sessions grew 3x quarter-over-quarter
All featured food partners had record sales weeks on the platform
NFL season sales records broken again in the 2 weeks surrounding the Super Bowl
In-app sessions for featured merchants lifted by up to 80%
All hero merchants saw immediate spikes in app sessions (up to 1.6x) in the minute immediately following the commercials airing
6 x higher CTR than previous offers
Earned media also generated a record-setting $225M in ad value across more than 1000 unique earned placements
Social share of voice hit an all-time high for the brand with 40M organic social media reach and 20M+ organic engagements for Super Bowl executions alone
The cast of It’s Always Sunny had even produced a campaign parody
Uber Eats highest-ever spike in brand likeability
Uber Eats app sessions grew 3x quarter-over-quarter
All featured food partners had record sales weeks on the platform
NFL season sales records broken again in the 2 weeks surrounding the Super Bowl
In-app sessions for featured merchants lifted by up to 80%
All hero merchants saw immediate spikes in app sessions (up to 1.6x) in the minute immediately following the commercials airing
6 x higher CTR than previous offers
Earned media also generated a record-setting $225M in ad value across more than 1000 unique earned placements
Social share of voice hit an all-time high for the brand with 40M organic social media reach and 20M+ organic engagements for Super Bowl executions alone
The cast of It’s Always Sunny had even produced a campaign parody
2025 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Special US / Los Angeles
Special Australia / Sydney
Media Agency
PHD Media / New York
Client / Brand
Uber Eats / San Francisco
Production Company
O Positive / Los Angeles
Music / Sound Production Company
Eleven Sound / Los Angeles
Endless Noise / Los Angeles
New Math / Los Angeles
Post Production Company
Exile / Los Angeles
Pariah / Los Angeles
Trafik / Los Angeles
Royal Muster / Los Angeles
Associate Creative Director
Dan Greener
Shelby Lemons
Natalie Seitz
Scott Cleveland
Jordan Rich
Tom Kropp
Director
Jim Jenkins
Thaddeus McCants
Director of Photography
Ellen Kuras
Gyula Pados
Assistant Editor
Chris Messier
Melanie Newton
Jonathan Rogers
Executive Producer
Nat Bricker
Ali Issari
Marc Grill
Ralph Laucella
Ursula Camack
Jennifer Locke
Thatcher Peterson
Paula Arnett
Whitney Morris
Executive Producer, Social
Michael Steinmann
Global Executive Creative Director
Danielle Hawley
Group Strategy Director
Janet Shih
Head of Strategy
Helene Dick
Partner / Chief Creative Officer
Matthew Woodhams-Roberts
Dave Horton
Julian Schreiber
Tom Martin
Senior Producer
Luke Franek
Adam Parker
Senior Strategist
Jen Rose
Sound Designer / Mixer
Jordan Meltzer
Account Director
Abby Inman
Account Supervisor
Bridget Derraugh
After Effects Artist
Jonathan Ficcadenti
Assistant Colorist
Phillip Dystant
CG Artist
Elizabeth Hammer
Mitchell Jaeger
Pete Jensen
CG Supervisor
Mike Wynd
Creative
Dave Canning
Creative Director (Engineer)
Dave Chapman
Creative Director (Music)
Benjamin Roberts
Creative Operations Manager
Bryn Wensley
Director - Food
Trevor Shepard
Director - Social
Brian Billow
Flame Artist
Sam Kolber
Danielle Fowler
Drew Downes
Richie White
Ruben Llusia
Baran Bayburt
Urs Furrer
Michael Vagilenty
Steven Wolff
Jameson Desantis
Food Film Production
Trevor TV / Los Angeles
Founder
Jeff Elmassian
General Manager
Lily Waters
Global Creative Lead
Ecole Weinstein
Group Account Director
Lindsay Friedgood
Head of Business Affairs
Maryam Ohebsion
Head of Global Brand Partnership Marketing
Molly Spychalski
Head of Integrated Marketing Campaigns, North America
Liza Keller
Head of Marketing, North America
Georgie Jeffreys
Head of Organic Social
Suzanne Lindbergh
Head of Production
Devon Clark
Taylor Roussaeu
Persis Reynolds
Diane Valera
Line Producer
Sameet Patadia
Carla Tate
Management Supervisor
Sarah Newton
Managing Director
Cl Kumpata
Matte Painter
Reid Southen
Partner / CEO
Kelsey Hodgkin
Partner / Chief Production Officer
Vic Palumbo
Production Coordinator
Kiara Cogar
Lily Hernandez
Production Designer
Jason Edmonds
Senior Account Director
Bella Timar
Senior Brand Partnership Manager
Kim Guluk
Senior Colorist
Ricky Gausis
Gregory Reese
Roslyn Di Sisto
Senior Consumer Communications Manager
Lexi Levin Mitchell
Senior Integrated Marketing Manger
Meg Fortier
Senior Marketing Manager
Stephanie Laurin
Senior Partnership Manager
Michael McAndrew
Social & Digital Marketing Lead
Kaitlyn Mendoza
Social Comms & Strategy
Dustin Johnson
Social Creative Lead
Dan Hales
Stew Tribe
Talent
Matt Delzell
Talent Partner
Mayflower Entertainment / Los Angeles
VFX Supervisor
Pat Murphy
Matt Sousa
Mike Wynd
Vice President, Global Marketing
David Mogensen
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