France – With its latest campaign, food delivery service Uber Eats pokes fun at French food culture. In a series of short ads, the company parodies the shame some French people feel when ordering takeaways and groceries in a nation renowned for its cookery and ingredients.
In one video, a mother and son are seen talking on the phone discussing a dinner he is preparing for her – all the while feigning noises from the kitchen, as in truth he'll be serving up an Uber Eats takeaway. Another film depicts a woman passing off an Uber Eats delivery as a home-cooked meal, a plan that humorously backfires when the guests enquire about the recipe and cooking time.
With this campaign, the company is acknowledging that ordering takeaway is now a common aspect of most people's lives, while also showing a more discerning understanding of a local context and food cultures. We’ve seen this irreverent approach elsewhere with Postmates’ Anti-cooking Cookbook.
Take a page from Uber's playbook and create hyper-local, humorous campaigns to make your company feel more relevant to people's context and lifestyles