The Uber Eats "GET ANYTHING" campaign, launched in France in June 2023 by agency Buzzman, positions the brand as a seamless grocery delivery solution offering convenience and extensive choice. The core proposition highlights that while many consumers still value the sensory experience of in-store shopping—touching, smelling, and inspecting products—this is not equally necessary for all items. Uber Eats aims to simplify the grocery shopping process by providing immediate access to up to 12,000 products from major retailers via a single app, with delivery in as little as 30 minutes. This underscores the brand’s promise of saving time and effort without compromising variety or accessibility.
Strategically, the campaign leverages a behavioral insight about French consumers: despite growing acceptance of online and hybrid shopping, a significant majority (62%) remain attached to physical shopping experiences. The creative approach employs an offbeat, absurd tone to highlight the sometimes irrational behaviors shoppers exhibit—such as sniffing diapers or touching tins—thereby questioning which products truly require this attention. By exaggerating these actions, the campaign subtly challenges entrenched habits and invites consumers to reconsider the necessity of physical shopping for certain items.
The integrated media strategy uses narrative-driven short films across TV, digital platforms (YouTube, Twitch), social media (Instagram, TikTok, Snapchat), and DOOH, ensuring broad reach and engagement among diverse audiences. This multi-format approach supports the positioning of Uber Eats as a reliable, fast, and comprehensive delivery service, reinforcing its role beyond restaurant delivery into the grocery sector. The campaign’s creative and media execution is designed to resonate with consumers who seek convenience without entirely abandoning the tactile enjoyment of food shopping, effectively balancing tradition with innovation in the delivery services market.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This Uber Eats 'GET ANYTHING' campaign uses an offbeat tone to visually exaggerate in-store shopping behaviors—such as smelling nappies or squeezing cans—to the point of absurdity, symbolizing how unnecessary it is to scrutinize most grocery items. Rather than showing the problem in a literal or testimonial way, it employs dramatized, symbolic acts (absurdly over-investigating mundane products) to highlight the disconnect between the ritual of physical shopping and the convenience offered by the Uber Eats app. This fits the Symbolize the Problem format because it uses comedic symbolism to elevate and spotlight the problem that Uber Eats solves: not every product requires hands-on selection, making delivery a logical (and less ridiculous) solution.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Deliveroo – Market Positioning
Deliveroo positions itself as a premium food delivery service focusing on quality, speed, and a curated restaurant selection. It differentiates through partnerships with high-end and local eateries, offering rapid delivery via advanced logistics technology, and investing heavily in customer experience. Deliveroo emphasizes convenience combined with gourmet and diverse culinary options.
2. Just Eat France – Market Positioning
Just Eat France centers on broad accessibility, offering a wide variety of restaurant options and cuisines for delivery. It leverages extensive local partnerships and a user-friendly platform to serve mass-market demand. Its strategic angle lies in simplicity, reliability, and affordability, catering to everyday meal needs with nationwide coverage.
3. Carrefour Livraison & Drive – Market Positioning
Carrefour’s delivery service capitalizes on its strong retail brand and vast supermarket network, emphasizing comprehensive grocery availability, competitive pricing, and integration of physical and digital shopping experiences. It differentiates by offering click-and-collect (Drive) and home delivery services, appealing to customers seeking both convenience and trusted retailer quality.
4. Franprix Livraison – Market Positioning
Franprix leverages its urban convenience store footprint to focus on fast, local grocery delivery in dense city centers, particularly Paris. Its positioning highlights proximity, speed (often within 30 minutes), and curated product assortments tailored to city dwellers, appealing to consumers needing quick access to everyday essentials.
5. Glovo France – Market Positioning
Glovo emphasizes versatility and immediacy by delivering not just food but a vast range of products—including groceries, pharmacy items, and retail goods. Its strategy revolves around ‘anything you want, anytime,’ using on-demand couriers and a flexible platform to attract urban consumers seeking instant delivery beyond just meals.
Q: What is GET ANYTHING about?
A: GET ANYTHING is a 2023 integrated and out-of-home media campaign created by the French agency Buzzman for Uber Eats. It promotes Uber Eats’ grocery delivery service in France, emphasizing convenience and extensive product choice. The campaign highlights that while many French consumers still enjoy the sensory experience of in-store shopping, not every product requires such scrutiny. By offering up to 12,000 grocery items from major retailers accessible through a single app with delivery in 30 minutes, the campaign positions Uber Eats as a seamless alternative to traditional shopping rituals.
Q: What creative device does GET ANYTHING use?
A: GET ANYTHING employs the Symbolize the Problem creative format as classified by Clapboard’s 12-format taxonomy. This approach uses exaggerated, absurd visual metaphors—such as shoppers sniffing nappies or squeezing cans—to symbolically represent the sometimes irrational behaviors consumers exhibit in physical stores. Rather than depicting the problem literally, the campaign dramatizes these rituals to highlight their ridiculousness and to underscore the convenience of Uber Eats’ grocery delivery service. This comedic symbolism effectively elevates the problem Uber Eats solves by questioning the necessity of hands-on selection for many products.
Q: What is the campaign proposition for GET ANYTHING?
A: The campaign proposition for GET ANYTHING positions Uber Eats as a fast, reliable grocery delivery solution offering up to 12,000 products from major French retailers. It targets consumers who appreciate the tactile experience of shopping but recognizes that not all products require physical inspection. By simplifying access to groceries via a single app with delivery in as little as 30 minutes, Uber Eats addresses the evolving shopping habits of French consumers, balancing tradition with innovation and making grocery shopping more convenient without sacrificing variety or quality.
Q: How does GET ANYTHING rank in Clapboard's archive?
A: GET ANYTHING holds a Clapboard Campaign Score of 70/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Uber Eats' category?
A: In the grocery and food delivery category, Uber Eats competes with Deliveroo, which positions itself as a premium service focusing on quality, speed, and curated restaurant partnerships. Just Eat France emphasizes broad accessibility and affordability with a wide variety of local restaurant options. Carrefour Livraison & Drive leverages its supermarket network to offer comprehensive grocery availability and integrates physical and digital shopping experiences. Franprix Livraison targets urban consumers with fast, local delivery and curated assortments in city centers. Glovo France differentiates itself through versatility and immediacy, delivering a broad range of products beyond meals on demand.
ARCHIVE.webp)
