Special Australia and Uber Eats have won The Grand Effie at this year’s Australian Effie Awards with their joint entry, How Uber Eats Embraced “Almost” to Become an “Anything” Delivery Brand, applauded for its strong commercial results across revenue growth, market share and profit ROI.

“In an industry increasingly focused on short-term results, Uber Eats showed the conviction to back long-term brand building,” the jury noted. “It evolved its proposition without losing what made it distinctive, and defended its market position while driving significant growth in new categories.”

Special Australia also won Effective Agency of the Year, 1 Gold for Long-Term Effects – Services/Retail for Uber Eats, plus 3 Silvers and 1 Gold for Kitchen Warehouse.

Overall, 7 Gold Effies, 25 Silver, 35 Bronze, and 6 Special Awards, were handed out across 32 agencies and 33 clients.

Special Award winners:

Effective Agency of the Year: Special Australia

Effective Advertiser of the Year: McDonald’s won with winning entries from Wieden + Kennedy, Akcelo, and OMD, including Gold for How The Grinch ‘Ruinin it’ Helped Macca’s Reclaim Summer Sales and Family Share – entered in with Wieden + Kennedy.

Best New Entrant: Sunday Gravy

The Colin Wilson-Brown Award, which honours the Effie chair of judging, was awarded to Apparent and GTI Tourism for Vanuatu Tourism Office’s entry, How Vanuatu got Aussies to Answer the Call.

Gold winners: