Malaysian Media Awards Winners Showcase





2023 | |

The Flavor Fusion: Conquering Cravings with foodpanda and KL Foodie

Advertiser: Delivery Hero Sdn. Bhd
Brand: foodpanda
Creative Agency: UNIVERSAL McCANN
Credits: -

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Objective & Challenge
Once fuelled by the impact of the pandemic, the food delivery sector is now a thriving industry. foodpanda, a pioneer food delivery platform in Malaysia, faces fierce competition from over 20 players in Malaysia, including ShopeeFood, AirAsiaFood and DeliverEat. In this crowded landscape where competitors offer similar deals and discounts, foodpanda needed to drive differentiation and top of mind among consumers. foodpanda needed to establish a strong association with food and become the go-to food directory, ensuring that whenever people thought about food, they instinctively turn to foodpanda for their food delivery needs.

Insight & Strategy
Food is not merely a means of sustenance in Malaysia; it is a way of life. From gourmet cuisines to local street food, Malaysians are always seeking out new flavour fusions and mouth-watering eats. While others embark on road trips for scenic views, Malaysians embark on food trips for a culinary adventure. To seek inspiration for their next food adventure, Malaysians turn to food review websites and videos, which have become increasingly popular. According to a study by YouTube, the Food video category, along with Music, Beauty, and Gaming, has experienced remarkable growth in Malaysia, with 151% increase in subscribers and 76% surge in watch time. Designed to intercept the consumer journey of food-hunting, we strategically partnered with KLFoodie, Malaysia’s No.1 food guide and review platform. With this collaboration, we engaged consumers at key moments when they are exploring and making decisions on their next food adventure from home.

Execution
KLFoodie, Malaysia’s leading food guide and review platform, boasts an impressive reach with over 100 million monthly video views and 15 million followers across their social media pages. Their brands, KLFoodie, PenangFoodie, JohorFoodie, HalalFoodie, and FoodieMyChiHuo (Mandarin, translates to FoodieMyEatPlay), have garnered a diverse and dedicated fanbase that spans across different races and culinary preferences. We implemented a three-prong strategy that taps onto KLFoodie’s extensive reach and leverage the relevance of foodpanda offerings to ultimately drive brand and business objectives. 1.Get inspiration for your next food adventure with Always-On foodpanda Food Video Content across all KLFoodie platforms We implemented an Always-On Video Content strategy across all KLFoodie platforms, delivering engaging content that resonates with food audiences whilst promoting foodpanda’s vendor choices and promotions. Each month, 10 exclusive foodpanda features were curated to showcase the unique offerings, signature dishes, and promotions available through foodpanda. This approach effectively highlighted the breadth of foodpanda’s offerings and generated interest among consumers to try them out. For example, we developed dedicated content for foodpanda’s exclusive partner vendor, AmazonVegan, a home-grown Malaysian vegan fast-food chain. By featuring AmazonVegan’s signature items like the SmashBurger and PhillyCheeseSteak, with an enticing offer of up to 20% off using foodpanda’s MAKAN20 promocode, we successfully drove customers to experience AmazonVegan through foodpanda. We also collaborated on food adventure series, where we got KLFoodie to embark on exciting culinary journeys, exploring different cuisines and hidden gems in Malaysia. These videos showcased the convenience and variety available through foodpanda, inspiring food audience segments such as Food Adventurers, Gourmet Hunters, and Local Lovers to order and try! For example, during the KoreanFriedChicken trend, we conducted an interactive poll, comparing multiple foodpanda KoreanFriedChicken vendors based on crunchiness, flavor options, and price. Food Adventurers can try them all at a 25% discount, if they’re a pandapro subscriber (foodpanda’s subscription programme). Such targeted content resonated with the specific preferences of the audiences, effectively driving engagement and orders through foodpanda. When the MichelinGuide debuted in Malaysia, Gourmet Hunters eagerly visited the listed restaurants. To cater to those without reservations, foodpanda enlisted these restaurants to our vendor list, allowing Gourmet Hunters to have their Michelin-starred meals delivered. KLFoodie’s video reviews promoted this initiative and encouraged Malaysians to order through foodpanda. To extend reach beyond KLFoodie’s fanbase, we ran video ads on Facebook, Instagram and TikTok using video content curated in partnership with KLFoodie. Audience segments were targeted by location for relevance with new content monthly to showcase foodpanda’s variety. 2.Catch the next food trend by leveraging KLFoodie to discover and onboard new vendors for foodpanda Leveraging KLFoodie’s expertise in discovering new and emerging restaurants, we partnered with KLFoodie to source exciting new vendors for foodpanda. Examples of new vendors enlisted are DonstopUptown in KualaLumpur, OOWhiteCoffee in Penang, and NimmiesPastriesCafé in Johor. This enabled foodpanda to catch the next food trend and continually provide customers with new and enticing choices. This collaborative approach expanded our vendor network and solidified our position as the platform that offers the best food choices in Malaysia. 3.Discover foodpanda’s best restaurants on KLFoodie’s Foodie.Asia website, Malaysia’s all-in-one food directory As Malaysia’s ultimate online platform for food discovery, Foodie.Asia integrates comprehensive features that aims to make the food-hunting consumer journey seamless. These include restaurant exploration, user-generated reviews, searchable Foodie content, dine-in reservations, QR menus, and enticing food deals. In partnership with KLFoodie, we developed a dedicated tab on Foodie.Asia, allowing food enthusiasts to easily explore and discover all foodpanda partner vendors based on location, cuisine type, meal-time, and ongoing deals. Additionally, we integrated foodpanda widgets across all listed vendors on Foodie.Asia, enabling users to conveniently click to order from the foodpanda app while exploring different restaurant options.

Effectiveness
In the first three months following our launch, an impressive 31 foodpanda food videos were curated in partnership with KLFoodie. These resulted in 172 foodpanda postings across various platforms, including KLFoodie, PenangFoodie, JohorFoodie, HalalFoodie, and FoodieMyChiHuo. Our collaboration delivered positive growth across Business and Brand health metrics (comparing against previous quarter): 1)+3% points on Food Top Of Mind 2)+5% points on Food Preference 3)+5% points on foodpanda Brand Love In terms of campaign media metrics, we delivered: 1)+28% lift on organic foodpanda searches following campaign launch, compared to past month 2)15 million Malaysian foodies reached with our innovative content collaboration with KLFoodie 3)19.9 million video views across 172 video postings on Facebook, Twitter and TikTok 4)210K social engagements 5)Garnered 15K bookmarks and shares on TikTok And that’s how foodpanda inspired Malaysian foodies and became the go to food directory for all their food delivery needs!