foodpanda partners Carlsberg for expansive campaign to make beer more accessible

Food and grocery delivery platform foodpanda has expanded its collaboration with Carlsberg Asia.

As part of the partnership, Carlsberg will deepen its use of foodpanda's network of cloud grocery stores through pandamart and its ties with retailers via foodpanda shops to make its extensive variety of beverages more accessible to consumers in fun and fresh ways during relevant drinking occasions.

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“We know that our consumers love their beer, so we are thrilled to strengthen our partnership with Carlsberg to make sure everyone can enjoy their favourite drinks in the freshest and most satisfying ways possible,” said Raphael Zennou, vice president of quick commerce at foodpanda.

“Together, we are not only meeting our consumers’ demand for high-quality beer but also enhancing the overall shopping experience with quick and reliable delivery within an hour,” added Zennou.

In addition, the partnership will bring in campaigns from both brands that are designed to make Carlsberg beers more appealing to consumers. Some campaigns that consumers can look forward to includes a video campaign featuring Liverpool Football Club, exclusive gifts with purchases such as chilled boxes and colour-changing cups, special promotions and bundles on pandamart and 7-Eleven Singapore and a responsible drinking campaign to promote safe consumption of alcohol.

"By leveraging foodpanda’s insight into consumer purchasing habits, innovative logistics and technology solutions, we can ensure our consumers enjoy Carlsberg’s refreshing and high-quality beers with unparalleled convenience. This partnership is a testament to our commitment to meeting the evolving needs of our consumers by providing them with a seamless beer purchasing and drinking experience, no matter where they are," said Arindam Varanasi, vice president, commercial, Carlsberg Asia.

"Together with foodpanda, we will roll out exciting campaigns and initiatives that will make Carlsberg beers even more accessible and appealing to beer lovers across Asia,” he added.

The collaboration between foodpanda and Carlsberg also enables retailers, including Singapore's 7-Eleven, to engage a wider audience and increase sales. In the near future, foodpanda, Carlsberg Singapore and 7-Eleven Singapore will be launching exclusive football-themed promotions on Carlsberg beers purchased from 7-Eleven stores via the foodpanda app. This includes an exclusive Euro Cup promotional bundle featuring Carlsberg pilsner and draught beers, paired with 7-Eleven's ready-to-eat selections.

This enables a seamless and more enjoyable experience for consumers to get their favourite brews, said a statement seen by MARKETING-INTERACTIVE.

“7-Eleven Singapore is excited to partner with foodpanda and Carlsberg, two brands that share our commitment to providing enjoyable experiences for our customers. By combining foodpanda’s efficiency and reliability, our expansive network of stores available 24/7, and our exciting ready-to-eat offerings and snacks, this collaboration enhances the round-the-clock convenience of enjoying Carlsberg beers," said Anushree Khosla, managing director of 7-Eleven Singapore.

"At 7-Eleven, we are constantly innovating to stay at the forefront of the retail scene and meet the evolving needs of our customers, and this partnership represents a significant step forward in that pursuit,“ she added.

Similarly, Carlsberg Asia signed a memorandum of understanding with Grab for a strategic partnership to raise awareness and promotional campaigns to build brand equity through the app's advertising arm, GrabAds.

Signed in April this year, the partnership aims to elevate consumers' experiences through an exciting campaign that will be launched during the upcoming UEFA Euro 2024 football championship, where Carlsberg will aim to leverage Grab's online-to-offline (O2O) channels to transform the way consumers enjoy beer, said Carlsberg in a statement.

Carlsberg is also a long-standing partner of Liverpool Football Club, who will feature in the football campaign brought about by the partnership.

Additionally, the partnership includes the setting up of a virtual store for Carlsberg on the Grab app in Singapore, making it easier for consumers to order and have their favourite Carlsberg beers delivered.

Special offers, dine-in deals, and rewards for consumers of legal drinking age will also be made accessible through the Grab app, which Carlsberg and GrabAds, will emphasise through a responsible drinking campaign that promotes responsible alcohol consumption and that will prioritise safety by encouraging GrabCar rides.

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