Uber Eats is parading the effortless versatility of its service with a new out-of-home campaign showcasing its grocery delivery function, breaking nationwide this week.

Traditionally associated with takeaway food, Uber Eats is looking to raise greater awareness of its grocery delivery option by showcasing its growing range of grocery partners including Sainsbury, ASDA, Iceland, Waitrose, Boots and Co-Op.

The no-nonsense, straightforward creative was designed by London agency Mother and illustrates the extensive variety of grocery items that customers can now order via the app from ‘last-minute eggs, a cheeky bottle of wine, an emergency pack of nappies or even a full, weekly shop.’

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“This campaign aims to help break the misconception that Uber Eats only delivers from restaurants,” Uber Eats UK grocery and new verticals general manager, Alex Troughton, said.

It is actually home to so much more with literally thousands of grocery, alcohol and convenience items just a few taps away. It is not just Uber Eats, you can actually Uber Anything… this unmissable OOH campaign aims to deliver that message loud and clear.”

With media planning and buying handled by EssenceMediacom, the work will run across key UK locations, including high-impact out-of-home sites and press activations. The campaign will be supported by additional digital-out-of-home and social media executions.