Uber Eats' 'Football Is For Food' Secures Grand Effie
The 2026 US Effie Awards crowned Uber Eats' 'Football Is For Food' as the Grand Effie, the premier award for marketing effectiveness in the United States.
The spot, created with Hollywood heavyweights Matthew McConaughey and Bradley Cooper, fuses the passion of football with the convenience of food delivery, turning game‑day rituals into a catalyst for brand growth.
By aligning the emotional intensity of the sport with the practicality of ordering meals, the campaign redefined audience engagement, converting fandom into measurable sales lift for the delivery service.
The execution earned Gold awards in Delivery Services and Brand Integration & Entertainment Partnerships, underscoring its multi‑dimensional impact and reinforcing Uber Eats' position at the intersection of sport and food.
The ceremony also recognized a host of other standout initiatives, from Mischief @ No Fixed Address to McCann, while B2B agency MX Group and cybersecurity firm Okta captured Silver in the David & Goliath category. All 2026 Gold winners will now advance to the Global Best of the Best Effie competition next year.