foodpanda HK highlights its ability to 'serve millions' with new branding campaign

foodpanda Hong Kong has launched a new branding campaign featuring local actor Stephen Fung and its brand ambassador Pau-Pau, to reposition its brand identity and highlight its ability to "serve millions”. 

The campaign comes as internal market research conducted by foodpanda Hong Kong and a third-party consumer intelligence company among 2014 local residents between the ages of 18 to 64 in October 2022, found that 70% of delivery platform users said restaurant variety is one of the most important aspects when it comes to choosing a food delivery platform, ahead of food quality and value for money. The results showed that local competition between food delivery platforms has reached a boiling point.

Referencing the Chinese proverb "一樣米養百樣人" which literally translates to “The same kind of rice feeds hundreds of people”, the campaign aims to convey the message that while preferences in food of all seven million people in Hong Kong can vastly differ, the foodpanda app can serve as a meal solution for many people in Hong Kong. Moreover, this modern iteration of the Chinese proverb aims to exemplify how foodpanda can meet the unique tastes and needs of the population through its wide variety of choices.

Within the campaign video, Fung is seen rocking various outfits in foodpanda’s signature "party pink" colour. He is then transformed into many clones and highlights that despite every HongKonger having different preferences in food, the foodpanda app can satisfy the taste buds of all people. 

Having entered the Hong Kong market for close to ten years, foodpanda now houses over 14,000 restaurant choices, where customers can satisfy their palate with every meal with just a single app, according to the company. 

MARKETING-INTERACTIVE has reached out to foodpanda HK for more information.

Back in May this year, foodpanda Hong Kong and DBS Bank (Hong Kong) partnered to launch a "Less Food Waste Reward" as well as a six month "Donation Matching Campaign", as part of continued efforts to raise awareness around food crisis and specifically food insecurity, 

To reduce food waste, customers can select the "less rice" or "less noodles" option from 640 participating restaurant outlets on the foodpanda platform when ordering food delivery or using the pick-up service. As part of foodpanda’s existing "Donate a Meal" initiative, all donations made by DBS credit cardholders to Foodlink Foundation will be matched by both foodpanda and DBS respectively.

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