Uber Eats: In-Store Price

In March 2026, Uber Eats Japan began matching in-store prices at selected merchants. The brief asked for a launch campaign to make that change famous across TV, digital, social and out of home.

The audience was young families, plus singles and couples without kids. They'd pay for convenience at the right price, but they had learned to order only during promotions, and they thought of Uber Eats as the most expensive delivery app. This change was permanent, so it couldn't look like a promotion that switches on and off.

The response we wanted: Uber Eats isn't as expensive as I thought. And the next time you're about to go out to eat, you order in.

Delivery in Japan wasn't a bad option: it just wasn't the default. People assumed it cost more, so even when it made sense, they didn't choose it.

Don't make it cheaper: remove the comparison. Same-price menus, and a single reaction ('え?') repeated across everyday situations. When a category assumption breaks, you don't process it. You feel it.

It started in round two as 驚きのプライスリセット, a shockingly good price reset. The deck put it like this: え? isn't only surprise. It's the split second when someone double-checks the app because reality shifted and they didn't get the memo.

Research changed the line. え？Uber Eatsが価格リセット (What? Uber Eats is resetting its prices) left people unsure whether that was good news or bad. So the headline became the benefit itself, and the promise that it lasts moved to the sign-off.

The approved script was written in English, with loud reactions, instant excitement and the benefit said out loud. For Japan we kept its mechanic, a run of え? reactions that holds attention while the message lands, and changed how it plays.

The :30 opens this page. Kakuta's only line in it is え?.

The stills chase the same range, from surprise to delight. Kakuta leads, and a cast of other faces makes it feel like the whole country is reacting.

Each partner got its own version of the line, with its food where the face would be.

From 20 March 2026, about 18,000 stores matched their in-store prices. The film went on air in Kanto and Kansai that day, with out of home in Tokyo and Osaka. A press event premiered the film, and a full-page newspaper ad carried the news too.

Five days later, Fuji TV's morning show ノンストップ! ran a segment on the shoot.

Price parity at 18,000+ stores, with named merchant partners including Matsuya, Seijo Ishii, Burger King, and Pizza Hut carrying the message at the counter; delivery repositioned from extra cost to default option; embedded across Uber One and the Rakuten ecosystem, and backed by mass OOH and national newspaper placements, not just digital.

Dates come from the brief, the presentations and Uber Japan's announcement.