Uber Eats and Special PR lobby to change name of national’s capital to CanBEERa

Uber Eats has launched a petition to change the name of our nation’s capital to CanBEERa, in a lively new campaign driven by Special PR.

It comes as Uber Eats launches an expanded drinks delivery service in Canberra, with last mile delivery, and an increased range of available beers. The push to rename is a nod to the area’s strong brewing culture.

“Goulburn might have the Big Merino and Coffs the Big Banana but nobody has ever had a town named after their most popular export – why can’t CanBEERa be the first?”, asked Lucas Groeneveld, general manager of retail for Uber Eats ANZ.

“This campaign is a tribute to Australia’s true ‘hop spot’ for local brewers. The nation’s capital has an outsized contribution to award winning domestic beer production and our petition to rename it CanBEERa has brought national attention to these incredible brewers that we hope will translate into national demand for their quality products.”

On top of roving billboards, the campaign also enlisted a town crier to carry the petition to Parliament.

This marks the first campaign by Special Australia’s new offering – Special PR.

“What a campaign to kick-off with! Pretty quickly we realised Canberra was in fact the home of some of Australia’s best breweries and we simply couldn’t look past the pun,” explained managing director of Special PR, Alex Bryant.

“With the catchy Town Crier and the ‘Welcome to CanBEERa’ sign outside Parliament House – it was the perfect backdrop for our petition and to get people outside of Canberra talking about it.

“It’s been a true partnership with the Uber Eats team and the perfect way for us to launch Special PR to show the type of work we can do – with earned at the heart.”

Lucas Groeneveld, Regional General Manager Retail Uber Eats, Town Crier and Laurence Kain, Co-Founder of Capital Brewery

Lucas Groeneveld, Regional General Manager Retail Uber Eats, Town Crier and Laurence Kain, Co-Founder of Capital Brewery


Client: Uber Eats

Head of Marketing ANZ: David Griffiths

Communications Director ANZ: Peta Fitzgerald

Senior Communications Manager ANZ: Nick Vindin

Brand Lead ANZ: Channa Goonasekara

Agency: Special PR

Managing Director – PR, Special Australia: Alex Bryant

Managing Director – Uber, Special Australia: Lauren Portelli

Team Lead: Caity Cowper

Account Director: Ed Nash

Business Manager: Genevieve Bowes

Creatives: Joel Grunstein and Jeff Seeff

Design: Maggie Webster

Studio: Jen Bailey

Head of Production: Nick Lilley

Senior Producer: Danielle Senecky

Senior Producer: Kat Stephens


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