FOODPANDA

Objective:

In 2018, foodpanda Singapore, the nation’s longest serving food delivery service, addressed a mammoth industry challenge – how do you remove single-use plastics from the industry?

Within a year, we made huge inroads in our quest and beyond – from saving a million sets of plastic cutlery to banning shark fin on the platform. PR-led efforts shifted public perception and positioned foodpanda as a brand with a heart.

However, with brands and consumers becoming attuned to the need for more serious and impactful  action on sustainability, foodpanda recognised that there was more to be done. This was especially true with competitors – they were following in our footsteps in the plastics movement and launching their own initiatives. More than ever, in 2019, PR needed to work faster and harder to ensure foodpanda continued to build on its pioneering efforts and become known as the leading sustainable purpose-led brand in the delivered food sector.

Strategy:

We needed to demonstrate that foodpanda was committed to its sustainability movement, through thought leadership and affirmative action which would also influencer consumer behaviour change. To cement the message that foodpanda was serious and committed to its movement, we developed a two-fold strategy through two key approaches across the supply-chain:

• 2018’s campaign was focused on plastic waste and ocean protection, however 2019’s renewed focus on global warming and carbon emissions convinced us to broaden our cause.

• Reinforcing the minimal waste idea through every touchpoint available, we knew that to be a serious changemaker in the industry, we couldn’t be selectively sustainable. It had to be intentional and be reflected in absolutely everything foodpanda did.

Results:

The results have been nothing short of overwhelming. Not only did the multi-pronged campaign deliver an estimated SGD$11 million worth of PR coverage across twelve months, it has delivered measurable environmental and perception-changing results. Across all media touchpoints, coverage spanned social media with leading KOLs, corporate narrative in leading daily newspapers and broadcast stations and consumer titles.

As a result of our media and environmental campaigns, foodpanda has seen its weekly order frequency more than double year-on-year – proving without a doubt that the way to a man or woman’s stomach is through their heart!