Flying Fish | Eat With It

South Africa ranks among the world’s heaviest drinking nations, with many consumers binge drinking regularly, often on empty stomachs despite understanding the risks. Flying Fish set out to shift behaviour by encouraging people when they have a Flying Fish, to #EatWithIt, reducing alcohol’s impact.

Leveraging the science that food slows alcohol absorption, the brand turned to an unexpected channel: Uber Eats. It launched “The Flying Dish,” the world’s first alcohol brand-led ghost kitchen, offering popular pre-drinking meals tailored to local tastes.

Blending its playful brand tone with a serious message, Flying Fish created a culturally relevant intervention, making responsible drinking as easy as ordering your next meal.