Foodpanda is a German mobile food delivery marketplace located in Berlin, Germany with operations in around 10 countries and territories. The service allows users to select from local restaurants and place orders via its mobile applications as well as its websites.
In order to promote their services, Foodpanda and OMI, the OOH arm of Laqshya Media Group, collaborated to produce some out-of-the-box OOH creative and installed them all across Mumbai and Pune. The campaign titled ‘crave party’ was carried for 3 weeks with intent to promote Foodpanda’s offers on desserts and snacks. The captivating creative was not only colorful, however, also encouraged consumers to order and quench food cravings with delightful offers.
The idea behind this campaign was to deliver superior food experience and establish connect with the customers on the basis of the love for food. The media assets chosen by the team stood out and generated great visibility on OOH.
Online food delivery in India is one of the fastest growing sectors witnessing consistent growth by 15% per quarter. Given the busy lifestyle, the food delivery model has in the last few years gained increased popularity, especially among the typical urban consumer who finds comfort in ordering food online to save time and effort.
Through their innovative approach, Foodpanda has been successful in attracting many first-time customers to ordering food online and through expertise in understanding the psychology of the urban consumer; the food delivery brand has used a media plan that reaches them straight. The campaign devised for them is high on visibility and stands out breaking away from the clutter among the competing brands on OOH. Their advertising strategy has been creative and the results are truly apparent specially cluster marketing working positively for the brand.
