Uber Eats Hong: Po Po's Kitchen

UBER EATS: PO PO'S KITCHEN

The Campaign 

Hong Kong is one the most densely populated cities in the world where people are subject to an ever increasing fast-paced lifestyle. We are witnessing a demand for convenience as people are hungrier for time.

In a market that’s mainly led by quick solutions and attractive promotions, aggregator platforms are fighting over market share through a battle of claims (price, promotions, speed). Brands are failing to establish an emotional connection, thus suffer from low brand affinity.

Uber Eats needed to stand out in the market from the large pool of delivery platforms and turn into the preferred food solution amongst the busy youth.

Our approach was to reframe Uber Eats from being seen as a food aggregator and a delivery service to a champion of local food culture with a homemade touch.

Because there's no better way of reviving local traditional recipes than having it part of a service that is tailored to the busy youth.

We launched a virtual store exclusive on the Uber Eats by recruiting 27 Grandmothers to come and share their most awaited traditional meals.

Earning Uber a place in Hong Kong's hearts...through its stomachs.

27 Grandmas had a renewed purpose through post-retirement employment

+15K shares on social media

58 recipes were re-introduced

+1.5HKD million in earned media

Recognition
-Dragons of Asia, Silver (Best Integrated Marketing Campaign)
-Dragons of Asia, Merit (Best Product Launch or Re-Launch Campaign)
-Spikes Asia, Shortlist.
-AdStars, Shortlist (PR > Sectors - Finance/Services/Entertainment & Leisure/Travel/Restaurants/Commercial Public Services/Pets)
-Cresta Awards, Shortlist (Ambient and Experiential)

Role: Senior Copywriter