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With cheaper rides, better-paid drivers and 100% of taxes paid in France, Heetch is the fair alternative to Uber in France. Unfortunately, this message is hard to get noticed as Uber is absolutely everywhere. How do you challenge a ubiquitous competitor like Uber when you are a French ride-hailing app with no budget? By hijacking their food delivery service, turning it into our own media, and having our competitor delivering straight to their audience all the reasons they should switch to Heetch. We transformed Uber Eats into Uber Heetch. The first Uber service that delivers its competitor's ads. We printed our messages on many meal boxes. Then we offered those boxes to some of the most popular restaurants on Uber Eats app. And voila! Our competitor did the rest. We started by identifying the right restaurants that were willing to follow us and we built the operation with them: What would be the best packaging, which formats were the most popular, which boxes would be the most effective for each message etc... Then we printed 12,000 packages according to all French food standards and each restaurant secretly received the boxes that would match the food they were selling. All they had to do was wait for the D-day to start to use our packaging for all the orders they would receive from the Uber Eats app.