During the 2023 Rugby World Cup, Uber Eats faced a unique challenge: while it sponsored the All Blacks, it wasn’t an official sponsor of the tournament. That meant it couldn’t mention the World Cup, the team, or even the sport in its ads. But rugby players are known for their post-match clichés—“We gave it 110%,” “It’s a game of two halves,” “We stuck to our guns.” So Uber Eats turned those clichés into discount codes, creating a campaign that spoke volumes without saying a word.
Campaign Overview
Developed by Special Group New Zealand and Australia, “Cliché Codes” launched during the All Blacks’ first World Cup match on 16 September 2023. Uber Eats monitored post-match interviews and instantly turned player clichés into time-sensitive discount codes. These codes were dropped across social media and digital OOH, prompting fans to decode and redeem them before the next match.
The campaign ran throughout the tournament, creating a new kind of game within the game—where every interview became a potential reward.
Campaign Objective
Uber Eats aimed to:
Circumvent strict World Cup sponsorship restrictions
Engage rugby fans without violating tournament rules
Reinforce its brand identity as clever, culturally fluent, and fan-first
Drive app engagement and order volume through gamified interaction
The goal was to turn clichés into currency—and make fans listen closer than ever.
Execution
Real-Time Code Drops: Uber Eats turned clichés into discount codes within minutes of interviews airing.
Social & OOH Integration: Codes were pushed across Instagram, TikTok, and digital billboards.
Gamified Redemption: Fans had to decode the cliché and enter it in the Uber Eats app before it expired.
No Mention of Rugby: The campaign never referenced the World Cup, teams, or matches—keeping it compliant.
Fan Participation: Viewers began watching interviews more closely, anticipating the next code.
Brand Impact
“Cliché Codes” positioned Uber Eats as a clever, fan-first brand that knows how to play the game—literally and legally. It resonated with rugby fans, digital natives, and marketers alike. The campaign also elevated Uber Eats from sponsor to strategist—one that listens, reacts, and rewards.
Results
Cliché Codes by Uber Eats cleverly hijacked predictable sports commentary to turn clichés into discounts — transforming live match moments into real-time ordering opportunities. The campaign reached nearly half of New Zealand’s population during the tournament, creating a fun and interactive connection between sport and food delivery.
It drove high engagement across social platforms and in-app redemptions, with users eagerly waiting for commentators to drop the next “code.” Praised for its creative workaround and sharp cultural relevance, the campaign was shortlisted at Cannes Lions 2024 in Social & Influencer. The initiative led to a notable lift in brand sentiment and app usage during match windows, solidifying Uber Eats’ position as the go-to companion for game-day moments.
Lessons Learned
“Cliché Codes” teaches us that restrictions breed creativity. The campaign also shows the power of cultural fluency—when you speak the language of fans, even silence can be loud. And finally, it proves that real-time marketing doesn’t need a mic—it needs a moment.
