FCB Aotearoa

Brand: Green Cross Health

Year: 2025

Unichem and Life Pharmacy have teamed up with Uber Eats to save New Zealanders from the awkward moments of pharmacy shopping. Because now, anything from laxatives to lubricants can be picked up by a delivery partner.

To highlight this, we created Awkboards — highly indiscreet digital billboards that announce whenever one of 600+ awkward Unichem or Life Pharmacy products has been picked up via Uber Eats. These billboards, powered by real-time purchase data and Lumo’s digital out-of-home network, then pop up along the delivery route for all to see.

Edwina Neilson, GM Marketing at Green Cross Health, says, “We wanted to let people know that their local Unichem or Life Pharmacy can help with a range of conditions, even the more sensitive ones. And highlight the convenience of ordering through Uber Eats in a way that was not only impactful but truly unmissable. The results speak for themselves — this campaign proves that creative disruption can drive real business outcomes.”

Since launching the campaign, sales of ‘awkward items’ through Uber Eats shot up by 82%, while total sales via Uber Eats increased by 28.5%. If you’re wondering what awkward items were most in demand — Gastro relief products saw an uplift of 48%, condoms by 39%, and pregnancy tests surged by an impressive 159%. More than that, +26% of these customers were brand-new to Unichem and Life Pharmacy’s Uber Eats offering, showing that a little bit of audacity goes a long way.