No One Says It, Everyone Does It: Uber Eats, Ça Arrive

Jun. 07, 2022

If a year ago Uber Eats was all about food – with its tagline "Let’s talk about food" – the brand is evolving and now offers customers the possibility to order everything they might need in their daily life. From meals to groceries and toiletries, from socks to bouquets, Uber Eats will serve all French people who order in when they need to, in more than 310 French cities… even if they don’t like to admit it.

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

The launch campaign illustrating this new positioning de-dramatizes the act of ordering by portraying the bad faith and little lies of characters who refuse to take responsibility for their Uber Eats order; claiming to be able to manage everything by themselves. A humorous register to ease the guilt of these (excessively) tormented consumers: there’s no need to blame the dog, to pretend you’ve got your stuff back from an ex or to invent some kind of culinary talent… "Ça arrive" to (almost) everyone to place an Uber Eats order… And there's no need to make a big deal of it.

A 360° campaign that will start with the release of TV films, TV billboards and short YouTube formats on 5 June will be followed by a wave of OOH and DOOH displays on 27 June, supported by a Social Media component.