# Drift Delivery Campaigns The Drift Deliveries is a promotional food delivery service by Uber By Amy Duong | Published 2026-07-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/drift-deliveries References: [ubereats](http://ubereats.com/gb/brand/wagamama-gb)  Drift Deliveries is a promotional food delivery service launched by [Uber Eats](https://www.trendhunter.com/trends/ynyshir) to celebrate the arrival of wagamama on its platform. Available for a limited time through wagamama's Wigmore Street location in London, the campaign replaces conventional delivery vehicles with a custom-wrapped 1998 Toyota Chaser inspired by Tokyo's underground drifting culture. Finished in metallic red chrome with flame graphics and star-themed wheels, the vehicle is driven by British Drift Champion Ollie Evans while delivering wagamama dishes including katsu curry and gyoza to selected customers. The campaign also includes a nationwide online ballot running from July 21 to 23 for Uber Eats customers ordering wagamama. Selected participants will be invited to compete in a food-inspired drifting challenge, with the winner receiving a year's supply of free wagamama. [Uber One](https://www.trendhunter.com/trends/really-good-mood-machine) and [Soul Club](https://www.trendhunter.com/trends/soul-x-science) members receive double the number of ballot entries. Image Credit: Uber Eats ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 45% | Activity: 51% | Freshness: 84% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Key Themes Behind This Trend - **Stunt-based Delivery:** Limited-time delivery experiences built around spectacle turn routine food orders into shareable brand moments with strong earned-media potential. - **Automotive-food Collaborations:** Crossovers between car culture and dining create distinctive lifestyle positioning for restaurants and platforms seeking niche audience engagement. - **Gamified Loyalty Rewards:** Prize ballots and experiential challenges add entertainment value to loyalty programs while increasing repeat ordering and member participation. ### Where This Applies - **Food Delivery:** Promotional fulfillment formats can differentiate crowded delivery platforms beyond speed, price, and restaurant selection. - **Fast-casual Dining:** Branded delivery campaigns give restaurant chains new ways to launch marketplace partnerships and deepen cultural relevance. - **Experiential Marketing:** Hybrid campaigns combining real-world stunts, digital entry mechanics, and influencer-worthy visuals expand the role of promotions in customer acquisition. ## Related on Trend Hunter - [Humorous Fast-Food Campaigns](https://www.trendhunter.com/trends/kfc-world-cup.md) - [Mexican-Style Cheeses](https://www.trendhunter.com/trends/mexican-style-cheeses.md) - [Branded Sports Documentaries](https://www.trendhunter.com/trends/branded-sports-documentaries.md) - [Toy Skincare Sets](https://www.trendhunter.com/trends/skii-crybaby1.md) - [Low-Cost Skincare Campaigns](https://www.trendhunter.com/trends/skin-savvy-not-spenny-campaign.md) - [Value-Affirmed Fashion Campaigns](https://www.trendhunter.com/trends/primark-iconic-value.md) - [Behavior Change Campaigns](https://www.trendhunter.com/trends/noom-lose-for-keeps.md) - [Comedian-Backed Hotel Morning Campaigns](https://www.trendhunter.com/trends/the-great-wake-up-debate-campaign.md) - [Signature Chicken Flavors](https://www.trendhunter.com/trends/famichiki-1.md)