Food delivery platform foodpanda Hong Kong has introduced a fresh branding campaign featuring local actor Stephen Fung and brand ambassador Pau-Pau, aiming to reposition its brand identity and emphasize its capacity to cater to a diverse customer base.
This initiative coincides with recent internal market research conducted by foodpanda Hong Kong in collaboration with a third-party consumer intelligence company. The research surveyed 2,014 local residents aged 18 to 64 in October 2022 and unveiled that 70% of delivery platform users prioritize restaurant variety when selecting a food delivery service, surpassing factors such as food quality and value for money. The findings underscored the intensifying competition among food delivery platforms in the local market.
Drawing inspiration from the Chinese proverb “一樣米養百樣人,” which translates to “The same kind of rice feeds hundreds of people,” the campaign communicates that foodpanda’s app can serve as a meal solution for Hong Kong’s seven million inhabitants, catering to a wide range of preferences. This modern interpretation of the proverb highlights how foodpanda meets the distinct tastes and requirements of the population through its extensive selection of offerings.
In the campaign video, Stephen Fung showcases various outfits in foodpanda’s signature “party pink” color. He undergoes transformations into multiple clones, emphasizing that despite varying food preferences among Hong Kong residents, the foodpanda app can satisfy the culinary desires of everyone.
With nearly a decade of presence in the Hong Kong market, foodpanda boasts a diverse array of over 14,000 restaurant options, providing customers with a one-stop platform for all their dining needs.
As part of its ongoing commitment to addressing food-related challenges, foodpanda Hong Kong previously partnered with DBS Bank (Hong Kong) in May this year. They launched a “Less Food Waste Reward” program and a six-month “Donation Matching Campaign” to raise awareness about food crises, particularly food insecurity.
To combat food waste, customers can select the “less rice” or “less noodles” option from 640 participating restaurant outlets on the foodpanda platform when placing food delivery orders or using the pick-up service. Under the “Donate a Meal” initiative, all contributions made by DBS credit cardholders to the Foodlink Foundation are matched by both foodpanda and DBS.
foodpanda Hong Kong continues to explore innovative ways to meet the evolving needs of its customers while addressing critical societal issues such as food waste and insecurity. For more information about this campaign, MARKETING-INTERACTIVE has reached out to foodpanda Hong Kong.