Uber Eats extends in-store pricing campaign in Japan

The campaign builds on the first phase of the initiative, positioning Uber Eats as a way for consumers to access a wide range of products at the same prices as physical stores, with delivery to their homes.

Special and EssenceMediacom Japan have partnered with Uber Eats on the second instalment of its Eh?! campaign in Japan, highlighting the platform’s in-store price matching across a broad selection of products. Featuring comedian and actor Akihiro Kakuta, the integrated campaign uses humour to communicate everyday value and convenience.

Special brings in-store pricing to life through humour

The 30-second hero film, produced by AOI Productions, follows Kakuta as he attempts to complete a multi-stop shopping trip after work. As he moves between stores, strangers and passersby repeatedly interrupt him to share the news that Uber Eats offers in-store prices across an extensive selection of items.

The message spreads until an enthusiastic crowd follows Kakuta through the streets, eager to tell him about the pricing initiative. When he finally arrives home, exhausted, he discovers that his wife has already ordered everything they need through Uber Eats and is relaxing.

Uber Eats targets everyday convenience and value

The campaign draws on the Japanese expression of surprise reflected in its Eh?! title, using escalating reactions to convey the disbelief consumers might feel when discovering that delivered products can cost the same as they do in stores.

Ai Suzuki, Head of Marketing at Uber Eats Japan: "The aim of this campaign is to show busy consumers across Japan that Uber Eats offers an extensive selection of products at the same prices as in-store. Building on the first phase of the campaign, we hope to bring this new level of everyday convenience to life through the humorous reactions of Kakuta-san from the comedy trio Tokyo 03. By showing how people can now have the things they need delivered quickly, at the same prices as in-store, we hope to make this convenience feel both relatable and accessible to consumers across Japan."

Special builds on the success of the Eh?! campaign

The creative approach uses a series of increasingly absurd encounters to reinforce the pricing message, with characters ranging from a man nicknamed Hamburger Grandpa to a woman carrying baby formula on a balcony and even a poodle joining the story.

Lisa Fedyszyn and Jonathan McMahon, Chief Creative Officers, Special: "Hamburger grandpa gets it. Balcony baby formula woman gets it. Heck, even that poodle gets it. Now, we hope Kakuta-san and all of Japan get it too. With this latest ad, we’re literally shouting the benefits of Uber Eats from the rooftops, building on the love audiences have for our ‘Eh?’ campaign. We’re proud of what we’ve created together with the Uber Eats team who always know how to entertain and inform in equal measure."

Directed by Junpei Kojima, the films draw on the nuances of Japanese culture and humour, as well as the familiar reaction of questioning prices that seem too good to be true.

Uber Eats campaign expands across digital and outdoor media

The campaign launches with a 30-second hero film and a 15-second edit, supported by social media content, contextual creative, out-of-home advertising, online video and digital audio.

Through the integrated rollout, Special and EssenceMediacom Japan aim to reinforce Uber Eats' in-store pricing proposition across multiple consumer touchpoints, combining a recognisable comedic approach with a practical message about product selection, value and convenience.

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