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Uber UK goes live with ‘Sponsored Items’, opening up Uber Eats app to FMCG brand ads

Rapid delivery services are expected to help grow online sales over the coming years. Image: Shutterstock

Uber’s UK advertising division has gone live with Sponsored Items – part of its growing retail media play – with PepsiCo one of its first brand partners to leverage the new advertising surface on Uber Eat. 

This new suite of performance advertising capabilities enhances the customer experience by increasing the discoverability of relevant products and brands, while driving value for both Uber Eats and its brand partners. 

Powered by Criteo, the network provides fast moving consumer goods (FMCG) brands with Sponsored Items opportunities directly on the Uber Eats app. Following a successful launch in the US and Canada, Sponsored Items is now live in 12 markets including Australia, Brazil, France, Japan and Mexico. 

“Uber helps millions of users in the UK go anywhere and get everything, and this allows us to help connect brands with consumers during their interaction with the Uber platform,” says Paul Wright, Uber’s Head of Advertising UKI. “As we continue to invest in our advertising capabilities, this new advertising surface on Uber Eats will give brands in the UK the tools to capture the attention of ready-to-purchase consumers.”

PepsiCo is one of Uber’s first brand partners to activate Sponsored Items on Uber Eats in the UK, allowing the FMCG company to increase visibility for items across their snacking range including Walkers, Sensations and Doritos. 

“Our first Sponsored Items campaign not only gave us a significant sales lift, but also provided us with strategic insights into consumer searches on Uber Eats and our customers’ expectations,” says Lisa Whittlestone eCommerce Marketing Lead, Rapid Delivery/Quick Commerce.  

Uber selected Criteo to underpin the new offering earlier this year – the commerce media platform provides the underlying technology globally to activate FMCG brands within the Uber Eats grocery and convenience shopping experience. Through Criteo’s Commerce Media Platform capabilities, FMCG brands in the UK can now promote their brand and products via Sponsored Items activations on Uber Eats’ app, with ambitions to launch additional formats and surfaces by the end of the year.

Nicole Kivel, Managing Director, Northern Europe at Criteo adds: “The expansion of this partnership reflects the unique opportunities Uber offers advertisers to engage with scaled, in-market audiences and the huge potential of retail media beyond traditional retailer environments.  Quick Commerce is the next evolution of grocery shopping and represents a unique audience moment for Fast Moving Consumer Goods brands.  We look forward to helping Uber advertising further increase the discoverability of relevant products and brands, enhancing the consumer experience while driving value for both Uber Eats and its partners.”

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