Itsu, Uber Eats and Wimbledon win with social-first campaigns
By Jack Peat on Friday, July 4, 2025
Itsu, Uber Eats and the Wimbledon Tennis Championships were among the brands who won big with a trio of innovative and super-shareable social-first campaigns.
Three wildly different stunts provided a neat demonstration of how to win in a social news environment, with one bringing back a viral (if a bit irate) legend to answer the definitive question in brand comms: ‘Do you know who we are?’.
Uber Eats, meanwhile, served a roast dinner where no roast should ever be served, while Wimbledon went for a classic twist on the Rube Goldberg machine – with soothing rolling commentary in the background.
“Its-who?!” Ronnie Pickering is back
Itsu and creative agency Block Report are behind one of the funniest brand awareness plays we’ve seen in a while: they’ve enlisted Ronnie Pickering – yes, that Ronnie Pickering – to highlight the fact that 60 % of Brits don’t know what Itsu is.
@itsuofficial We’ll do literally anything to boost our awareness metrics #ronniepickering
For the uninitiated, Ronnie became a viral internet sensation back in 2015 when dashcam footage caught him shouting “Do you know who I am?!” during a road rage meltdown in Hull. Ten years on, Itsu has brilliantly repurposed it.
The new ad shows Pickering in his signature red Citroën Picasso, being asked: “It’s who?” – to which he roars back: “It’s Itsu!” A clever twist on name confusion and meme fame, timed perfectly with the 10‑year anniversary of his viral moment.
Shot by Nusa Films, the campaign has gone viral across LinkedIn, Instagram and TikTok – striking a fun balance of nostalgia, absurdity, and clever brand messaging. As one commenter quipped: “Ronnie Pickering might be more famous than Itsu – until now.”
Uber Eats does roast dinner in a storage box
Meanwhile, Uber Eats broke the internet with nothing more than a plastic storage box and one tweet.
In a stunt by creative agency Special Group, the brand posted a single image of a full roast dinner inside a clear household storage container – the kind you’d normally tuck under your bed. The tweet? Just: “Dinner’s served.”
It blew up instantly, amassing thousands of likes, quote tweets and memes, with users hilariously horrified or genuinely impressed by the minimalist genius. On Instagram, it spread even further – Uber Eats proving yet again it knows how to tap into British humour and online chaos with zero fuss.
Wimbledon goes full Rube Goldberg
And finally, in a dazzling display of creativity and engineering, Wimbledon kicked off the 2025 Championships with a chain-reaction machine designed to perform a simple task – opening the gates to the prestigious tournament.
Riffing on the popularity of Rube Goldberg machine videos, the intricate contraption featured a whimsical blend of tennis-themed elements, including tennis balls, swinging racquets, and miniature grass courts, all working in perfect harmony.
The video has racked up over 40,000 likes on Facebook and 90,000 likes on TikTok at the time of writing – driving a raft of comments from tennis loving fans.
