foodpanda pays homage to delivery heroes though OOH takeover

foodpanda has rolled out a series of out-of-home (OOH) advertisements to pay tribute to the contributions of delivery riders in Singapore. The #SGUnited 'riders unite' illustration is an expression of appreciation for all frontline delivery heroes who are keeping the rest of Singapore safe, healthy and fed during the circuit breaker period.

The image features riders clad in Deliveroo, Grab, McDonald's and Pizza Hut uniform standing together with a fellow foodpanda rider. The OOH banners will be displayed across a total of 764 screens, in partnership with Target Media, Media Taurus and Suntec City Convention Centre. These include 80 coffee shop screens over four weeks, at Suntec City Convention Centre for four weeks, as well as 683 in-lift digital screen panels over one week.

A foodpanda spokesperson told Marketing that the OOH medium was chosen as the appreciation messages are directed at delivery riders. According to foodpanda, the messages of thanks were intentionally planted around the areas that riders will pass by to better convey the company's support and appreciation as they go about their deliveries. "With the OOH messages to delivery riders, foodpanda’s main objective is to shine the spotlight on delivery heroes and give them the recognition they deserve," the spokesperson added. 

The campaign was done in partnership with its media agency Zenith Media, which supported foodpanda in saluting frontline delivery heroes in Singapore, regardless of the colours of their shirts and the brands they represent.

Laura Kantor, head of marketing and sustainability, foodpanda Singapore said with the increasing reliance and demand for food and other delivery services, riders have been working tirelessly so that those at home may enjoy food and groceries from the comfort and safety of their homes. "Now, more than ever, it is crucial for the community to come together. Delivery riders are working day and night and at foodpanda, we want these frontline heroes to know that they are appreciated," she added. 

The 'riders unite' image was first posted on Facebook in March, and found itself in a doppelganger situation with KFC Malaysia. While the ad by foodpanda was an act of showing solidarity, it was strikingly similar to one that was put up by KFC Malaysia voicing its support for delivery riders as well. The Facebook post by KFC placed drivers clad in foodpanda, Grab, McDonald's, KFC and Pizza Hut uniforms, and said the abang-abang delivery are "as strong as steel" and they salute the delivery riders who have consumers' backs.

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