Yahoo - foodpanda HK x Better Me Local Favs Campaign
Company Name: Yahoo
Client: foodpanda
Project Name: foodpanda HK x Better Me Local Favs Campaign
Project Summary
To highlight foodpanda’s recognition and celebration of the “Made in Hong Kong” culture, it partnered with local food businesses and a popular music band to highlight the ways in which Hong Kong-born and bred businesses are not only surviving, but thriving throughout the pandemic without losing touch with its roots. foodpanda’s efforts were featured via video and dedicated editorial stories on Yahoo’s BetterMe portal.
Objective
To compete with the myriad of online delivery services in the city, foodpanda hoped to build rapport and establish emotional connections with locals by telling human and emotional stories with the help of O2O partnerships.
Execution
香港製造 尋回家的味道 video and advertorial series tell the heartwarming local brand stories.
Finding local Inspiration via…Chilis
To ring in the new year, foodpanda partnered with Hong Kong-made chili sauce brand, Chili Lab, a sauce that’s not only the perfect companion to Lunar New Year delicacies, but also manifested the values of family - comprising of a secret recipe that has been passed down for three generations. This inaugural partnership with a local brand is a part of foodpanda’s “Local Favs” series that’ll see further cooperation with Hong Kong-made businesses.
To highlight foodpanda’s dedication to the city plus Chili Lab’s illustrious story from zero to hero, Yahoo’s BetterMe team created a video featuring the family’s challenging journey from research and development, sourcing the right ingredients in wet markets and its persistence in keeping its hand-made promise. Yahoo’s BetterMe online magazine also featured the editorial version of the story, complete with a call-to-action link for purchasing via foodpanda’s pandamart.
Videos and articles were published on the BetterMe portal and Facebook, chosen for its easily-digestible lifestyle-oriented approach to cultivate positive habits through topics like health, environment, relationships, reading, local businesses, pets and more. BetterMe’s Facebook following currently tops at 360K.
Finding local Inspiration via …Music
The highlight of the campaign was perhaps foodpanda’s partnership with local renowned music group, RubberBand. Similar to the Chili Lab collaboration, Yahoo’s BetterMe portal also featured an editorial story and video chronicling the members’ personal challenges throughout COVID-19, the ways foodpanda has permeated and contributed to their busy lives, and the newfound appreciation they’ve gained for the city they call home as the members go about a normal day preparing for their concert back in April, which was also sponsored by foodpanda.
Finding local Inspiration via…Festive Treats
During the Mid-Autumn Festival this year, foodpanda entered a third partnership with Hong Kong-bred mooncake maker, Patisserie La Lune, and local coffee label Artista Perfetto in an O2O festive gift set. The video and editorial story, again, showcased both artisans’ obsession with craftsmanship that is unique to the city. A call-to-action link for purchasing via foodpanda’s pandamart complemented the features.
Result
Videos featuring inspiring stories of The Chili Lab and Patisserie La Lune garnered more than 101K+ and 150K+ views respectively across social media platforms; while the partnership with RubberBand saw more than 450K views.
