Uber Eats Japan launched in 2016, second-to-market in online food delivery vs local incumbent Demaecan. Over the next few years, Uber Eats super-charged growth with a core, early adopter audience (urban, pre-family under-35s) by leveraging a localised version of the irreverent and western-style brand campaign from Australia - ‘Tonight, I’ll be eating…’. Yet by 2022, Uber Eats needed new sources of growth from an older, family audience, who also represented higher value with larger average orders.

However, despite adjusting the existing brand campaign to focus on them in 2022, brand health metrics with families continued to lag (Brand consideration: Uber Eats = 37% vs locally-trusted Demaecan = 50%. Ipsos, 2022). The campaign delivered a 0% uplift in brand consideration with families. It was time to try something new.

Our Brief:

Develop a new brand campaign to bring an older, family audience into Uber Eats.

Objective:

Increase brand consideration with families.