Uber Eats

Popo's Kitchen

The Market


The Challenge

In many cities where Uber is hugely popular, Uber Eats has become an instant hit. That wasn't the case in Hong Kong, where ride-sharing services are illegal and Uber Eats was late to the market.

The Idea

Uber Eats opened a virtual restaurant where retired grandmothers prepared their signature dishes, available only on Uber Eats.


Popo's Kitchen gave grandmothers purpose through their signature dishes and helped Uber Eats to conquer a place in Hong Kong's rich food culture. The bespoke menu became a sanctuary of family recipes available online on Popo's Kitchen menu. Easy how-to videos online showed people how to make the dishes at home.

  • +90% of Hong Kong's territory covered
  • 27 grandmothers had a renewed purpose through post-retirement employment
  • +15K shares on social media
  • 58 recipes reintroduced
  • 1.5 million HKD earned media
  • 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)
  • AdStars, Shortlist (PR > Practices & Specialism > Launch or re-launch)
  • AdStars, Shortlist (Diverse Insights)
  • Uber Eats' Popo's kitchen on mobile
  • Grandmother cooking in the kitchen
  • Grandmother cooking in the kitchen