By Chris Sutcliffe | Senior reporter

June 10, 2022 | 2 min read

Uber Eats is lampooning French eating habits with its latest campaign. The series of video ads – deployed across TV, cinema and YouTube – shows the disconnect between French cultural norms around food preparation and the convenience of ordering meals in, demonstrating the guilt that some consumers supposedly feel when ordering.

“Although ordering deliveries is now firmly anchored in French habits since the pandemic began, this habit often clashes head-on with French cultural norms – taking the time to cook, doing one’s own shopping with care, going out to eat,“ the brand said.

“Nevertheless, the reality of an increasingly overloaded daily life – a lack of time and energy, mental drain – places Uber Eats as an ally that allows us to avoid overloading ourselves and to simply indulge in a few clicks.”

The campaign, created by Buzzman, was based on the insight that ordering food is now a part of the daily lives of consumers in Europe due to the increasing availability of apps like Uber Eats. The campaign also highlights the fact that there are a wider variety of goods available on the service, with an evolution of its old ’Let’s talk about food’ tagline to include other grocery and household items. To that end, the new tagline is ’Uber Eats; Ça arrive’.

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Following the launch of the video ad spots on June 5, the campaign is extending into other forms: a wave of OOH and DOOH displays on June 27, supported by a social media component.

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