W started working with foodpanda shortly after Deliveroo had launched, and as Uber Eats had announced it was coming to town. With the delivery food business becoming more and more competitive we needed to create a point of differentiation for the foodpanda brand.
Planning & Execution
Already known as the market leading and local food delivery brand, we recommended giving foodpanda the edge by positioning it as the leading ‘food tech’ brand.
The first thing we did was to get German CEO, Ralf Wenzel, to announce that foodpanda will be testing the use of drones for the future of food delivery in Singapore. This story gained significant traction in Singapore, and across a lot of Asia. This was quickly followed by Singapore Managing Director Emma Heap, further commenting on the story throughout the news and business press.
When Uber Eats was about to launch, we made the decision to go on the proactive, pitching Emma Heap out for interviews – with her discussing the growth of the food delivery industry and how foodpanda was using new technology to build its business even further.
Finally, when the Brexit story broke in the summer we pitched out CEO Ralf Wenzel to all the major broadcasters to discuss what the move would mean for tech start ups in Asia.
Effectiveness / Results
Throughout the last six months W has generated a huge amount of press coverage for foodpanda, with a particular strength on broadcast media. Ralf Wenzel has been featured several times on CNN, CNBC and the BBC, with Emma Heap also being featured on international channels and the more local outlets like Channel News Asia, Channel 5 etc. This is addition to regular coverage in Straits Times, TODAY, Business Times, and of course extensive lifestyle coverage on our F&B and event initiatives for the brand.
Foodpanda reported a 20% month on month growth since working with W Post the first six -month contract, W has now been taken on as a long term partner.