Popo’s Kitchen
A taste of home, delivered to your home by UberEats and Ginko House.
To revive Hong Kong’s vanishing local food culture and home-cooked recipes, we created a unique restaurant where every dish is created by local grandmothers using secret family recipes passed down for generations.
Through this idea, we wanted to give the elderly around Hong Kong an opportunity to make their own money while rebuilding their community and sense of purpose.
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Young Hong Kongers are gravitating away from home-cooked food.
With such a sharp focus on career success, Hong Kongers rely heavily on food delivery for every meal. And with the rise of companies like UberEats, Deliveroo, and Foodpanda, Hong Kong's traditional home-cooked dishes are slowly disappearing.
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Hong Kong’s home-cooked recipes are kept alive by the city’s elderly.
With one of the longest life-expectancy in the world, the city is facing an ageing crisis where many elderly suffer from depression and a loss of purpose.
Many of HongKong's lonely elderly long for the joy of preparing a warm meal for their children who are too busy to eat, while these same children daydream about the nostalgic dishes prepared by the parents they no longer have time to visit.
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Popo’s Kitchen is a virtual restaurant powered by our Popos’ (‘婆婆’ or ‘Grandma’) secret family recipes.
Once a customer placed an order on UberEats, our food was cooked by one of our Popos in the kitchens of Ginko House and delivered straight to their door.
To make this happen, we reached out to 27 grandmothers who were willing to share their recipes for dishes like bean curd soup and sweet and sour duck with ginger.
“Hong Kongers are a hardworking crowd, usually working late into the night, ordering take-out and rarely spending time with family, let alone eating traditional home-cooked food.
With Uber Eats’ mission of Right Food Right Now, we partnered with Geometry Hong Kong and Gingko House for this season to turn this into a reality, and launched PoPo’s Kitchen, a virtual kitchen powered by Gingko House.”
Teaser Film
By championing our vanishing local food culture, UberEats was first to be part of the solution.
“PoPo's Kitchen is a beautiful example of how a great brand like Uber Eats can provide a brand experience with value to the society through its platform. It is not just food delivery but is a restaurant of traditional homemade food inspired, curated and managed by the greatest specialists in the subject - PoPos. It’s a taste of home delivered to your home.”
To create lasting change, we taught young people how to make the dishes for themselves.
The Results
27 PoPo’s had renewed purpose through post-retirement employment.
15,000+ shares on social media.
58 family recipes were re-introduced to the next generation.
$1.5 million HKD in earned media.
Case Board
Case Study
Agency – Geometry Global
Creative Idea – Jay Lee & Anastasia Simone
Awards
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Shortlist
Brand Experience and Activation -
Silver
Best Integrated Marketing Campaign