Uber Eats aimed to reinforce its relevance and positioning beyond food delivery. In a highly competitive market, Uber Eats wanted to be the delivery brand that Mexican consumers associated most with delivering all kinds of products. The message was clear: we can now deliver almost almost anything. So, we partnered with the only person who can help us to deliver our new positioning: Mexican Formula 1 driver Checo Pérez the man with the most endorsements in the country. Celebrity endorsements are common, but Checo’s case is exceptional. He promotes everything from burgers, beer, and tequila to shampoo, sneakers, snacks, coffee, floor cleaner, and even hair gel. He’s got almost almost anything… just like Uber Eats. “If Checo promotes it, Uber Eats can deliver it.” We turned his extensive list of sponsors into the core of our integrated campaign, using his associations to indirectly highlight Uber Eats' wide selection of food, products, supermarkets, specialty stores, and more. We launched the campaign strategically during the month of the Mexican Grand Prix, when Checo’s visibility peaks. We hijacked the city with bold outdoor and digital placements, leveraging the hype around F1 to maximize attention. We hijacked different media formats, and people saw our message in high-impact placements—on the highway, on every billboard, on digital screens, on YouTube, on buildings, while reading the news, or even on the tourist bus that travels all around the city. From now on, whenever you see a Checo Pérez ad, you’ll know that Uber Eats delivers it.