Uber Eats Flies Giant Pickle Over Sydney Beaches

An Uber Eats helicopter flies over Bondi Beach with a giant pickle for Uber Eats Grocery Pickle Day. 14th November 2021. Photograph Dallas Kilponen/Uber Eats
B&T Magazine
Edited by B&T Magazine

Uber Eats dazzled thousands of beach goers yesterday when it flew a seven-metre-long, 350kg pickle over some of the most famous stretches of sand in the southern hemisphere to celebrate National Pickle Day.

The omnipresent food-delivery service flew the giant cucumber over iconic Eastern Suburbs beaches including Maroubra, Tamarama, Bondi and Bronte, to also celebrate expanding its grocery selection.

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

Uber Eats ANZ, Head of Marketing David Griffiths said: “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.”

Herd MSL CEO, Skye Lambley, added: “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.

“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 kicks off an integrated campaign supported by PR, Social and on platform, including a new pickle-themed banner on the Uber Eats app to celebrate a broadened grocery selection.

It is also supported by a generous consumer promotion, with Uber Eats offering Aussies 50 per cent off grocery delivery orders from now until midnight tonight, just by typing PICKLE in the promotions section of Uber Eats app.

Uber Eats data revealed pickles have surged in popularity in Australia, with orders increasing ten-fold since January.

The data also revealed Victorians consume the most pickles, ahead of New South Wales residents and Queenslanders.


Campaign Credits:


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
  • Account Coordinator – Georgie Campbell 
  • Publicity Support – Nadine Ghanem


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 



  • Dallas Kilponen 

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