Uber Eats Has Australia Salivating with a Giant Pickle

Uber Eats dazzled thousands of beachgoers in Sydney when it flew a seven-meter-long, 350kg pickle past some of the most famous stretches of sand in the southern hemisphere in celebration of National Pickle Day.

The hilariously large pickle hung from a helicopter, gliding past iconic beaches including Maroubra, Tamarama, Bondi, and Bronte.

The stunt was conceived and developed in collaboration with PR and integrated communications agency Herd MSL.


“Uber Eats is the leading online food delivery platform across ANZ, proudly delivering category leading selection to millions of our customers. In typical Uber fashion though, we’re not satisfied with standing still, and are proud to announce the next chapter of our journey towards a platform where customers can get anything,” said Uber Eats ANZ, Head of Marketing David Griffiths.

“We’ve been hungry to deliver fearlessly creative work for Uber Eats and what better way than to fly a comically large pickle across the coast of Sydney? It’s a fun, irreverent stunt designed to put a smile on Australians’ faces and build association with Uber Eats as a convenient solution for those everyday ‘pickles’ we all find ourselves in,” added CEO at Herd MSL, Skye Lambley.


“It takes bravery to sign off on an idea like this and Uber has been a massive champion of the concept since we first started working on it.”

The stunt kicked off an integrated campaign supported by PR, social, and on-platform and is supported with a generous consumer promotion. To help Aussies navigate whatever pickle they find themselves in this National Pickle Day, Uber Eats is offering 50% off* grocery delivery orders (excluding fees) made with Uber Eats from now until midnight on Monday, 15th November.


Client: Uber Eats

Head of Marketing, Delivery ANZ: David Griffiths
Head of Communications, ANZ: Peta Fitzgerald
Communications Manager, ANZ: Nick Vindin
Marketing Manager, New Verticals ANZ: Margot Deltour
Marketing Manager, Brand ANZ: Channa Goonasekara
Consumer Operations Lead, New Verticals ANZ: Ying Wang
Integrated communications agency: Herd MSL.

Creative Director: Tom Sanders
Chief Strategy Officer: Stuart Wragg
General Manager, Consumer: Rami Mallis
General Manager, Corporate: Damian Marwood
Account Director: Bryony Czujko
Senior Account Director: Beccy Churchill
Account Manager: Justine Gardiner
Senior Account Executive: Isobel Ramsay
Senior Account Manager: Sarah Glover
Publicity: Nadine Ghanem
Account Coordinator: Georgie Campbell

Aerial Media and Experiential: Remarkable Media

CEO and co-founder: Simon Powell
Creative Director and co-founder: Ryan Osbourne

Hello Social

Managing Director: Sam Kelly
Director of Client Experience: Maddie Marovino
Project Director: Alexandra Lawson

Video Content: Snackable Media

Founder and Managing Director: Jack Phillips

Photography: Dallas Kilponen

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