Uber Eats Petition to Rename the Capital CanBEERa via Special PR

Generating national media coverage, the campaign showed it passed the pub test - just weeks after Uber Eats launched their offering in Canberra to help local bottleshops power their deliveries in the ACT.

As well as commencing 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. Accordingly it made sense for this campaign to spark demand for Canberra’s exports on the East Coast.

“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?” said general manager retail, Uber Eats ANZ, Lucas Groeneveld.

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

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. This was the first campaign by Special Australia’s new offering - Special PR.

“What a campaign to kick-off with! Pretty quickly we realised Canberra was in fact the home of some of Australia’s best breweries and we 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. 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,” said managing director of Special PR in Australia, Alex Bryant.