LBG Medias Snack Wars: A hit partnership with Uber Eats [Video]

LBG Media PLC (AIM:LBG) head of originals, Becky Gardner, talked with Proactive’s Stephen Gunnion about the evolution of their flagship series, Snack Wars, and the remarkable partnership it has developed with Uber Eats.

Gardner described how LADBible Group designed this collaboration around key youth culture events, such as the Euros, to seamlessly integrate Uber Eats branding while retaining authentic engagement. Highlighting a star-studded lineup, Gardner shared that talents like Ryan Reynolds, Tom Holland, and Thierry Henry have joined Snack Wars to reach a global audience.

Gardner noted that authenticity was at the forefront of this campaign. “Not only are you, you know, the audience and learning something different about the talent, but you are getting in the content that Uber Eats wants in an authentic way.” This principle was essential in blending Uber Eats’ branding within the popular Snack Wars series, with brand logos and brief mentions remaining light touch. Gardner reported that this …