Uber Eats petitions to rename the capital CanBEERa via Special PR

By AdNews | 7 August 2023
 

Uber Eats has launched a petition to change the name of the nation’s capital to CanBEERa in a campaign by Special PR. 

As well as beginning last mile delivery for a range of merchants in Canberra, Uber Eats has also grown its beer selection by double digits in the last 12 months and now has Canberra-made beers available on the app in Queensland, New South Wales and Victoria. 

The campaign drove awareness through a mix of media including roving billboards as well as relics of a bygone era including a town crier to carry the petition to rename the city to Parliament ahead of International Beer Day on August 4.

Lucas Groeneveld, GM of retail for Uber Eats ANZ, said Goulburn might have the Big Merino and Coffs the Big Banana but nobody has ever had a town named after their most popular export - why can’t CanBEERa be the first?

“This campaign is a tribute to Australia’s true ‘hop spot’ for local brewers," he said.

"The nation’s capital has an outsized contribution to award winning domestic beer production and our petition to rename it CanBEERa has brought national attention to these incredible brewers that we hope will translate into national demand for their quality products,”  

Alex Bryant, MD of Special PR in Australia, said pretty quickly, Special PR realised Canberra was in fact the home of some of Australia’s best breweries and it simply couldn’t look past the pun.

"With the catchy Town Crier and the ‘Welcome to CanBEERa’ sign outside Parliament House - it was the perfect backdrop for our petition and to get people outside of Canberra talking about it," said Bryant.

"It’s been a true partnership with the Uber Eats team and the perfect way for us to launch Special PR to show the type of work we can do - with earned at the heart."

The campaign is continuing to roll out across earned and OOH channels. This was the first campaign by Special Australia’s new offering - Special PR.

Uber Eats is a member of the Retail Drinks Association and partner to DrinkWise. 

 

Credits 

Client: Uber Eats

Head of Marketing ANZ: David Griffiths

Communications Director ANZ: Peta Fitzgerald

Senior Communications Manager ANZ: Nick Vindin

Brand Lead ANZ: Channa Goonasekara

 

Agency: Special PR

Managing Director - PR, Special Australia: Alex Bryant

Managing Director - Uber, Special Australia: Lauren Portelli

Team Lead: Caity Cowper

Account Director: Ed Nash

Business Manager: Genevieve Bowes

Creatives: Joel Grunstein and Jeff Seeff

Design: Maggie Webster

Studio: Jen Bailey

Head of Production: Nick Lilley

Senior Producer: Danielle Senecky

Senior Producer: Kat Stephens

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