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foodpanda celebrates 10th anniversary with new brand mascot

Carlo Sarabia
foodpanda celebrates decade anniversary with new brand mascot

Singapore foodpanda, leading delivery and grocery platform in Asia, celebrates its 10th anniversary with the unveiling of its first-of-its-kind brand ambassador — Pau-pau. The mascot will be given its own unique characteristics and will be featured on foodpanda’s different marketing platforms.

The introduction of Pau-Pau builds on foodpanda’s earlier brand refresh. The pink panda is the platform’s venture towards new brand representation, where, aside from the traditional marketing environments, the new brand ambassador will also be utilized to maximize digital marketing touchpoints.

Idan Haim, foodpanda’s vice president for growth and marketing, commented, “Pau-Pau is a first-of-its-kind among food delivery platforms in Asia! More than anything else, we wanted to create a personality that evokes love among customers. We want Pau-Pau to be an inspiration for people to live life on their own terms and to its fullest. We are excited for our customers to meet Pau-Pau, as we mark the start of a new decade for foodpanda in Asia,” Haim said.

Pau-pau will be featured on the LINE and Instagram apps as an available sticker to bolster use in consumer expression and communication. It will progressively be rolled out into all of foodpanda channels and interfaces, namely the app, website, digital and social media platforms, as well as live-environment activations and more.

The mascot has been developed with a unique set of characteristics that will further help it relate with a wider range of audiences across the Asian market; foodpanda said Pau-pau believes in caring for the environment, empowerment, and living freely.

Eunha Bhang, chief creative officer of delivery hero Asia, gave her thoughts on the uniqueness of the character.

“In creating Pau-Pau, we wanted him to also have a dimension of purpose — that he stands for something more than just being an adorable mascot. Pau-Pau embodies and brings to life the foodpanda spirit by helping our communities reimagine how they use delivery and thereby adding vibrancy and fun in their lives,” she shared.

With the announcement of Pau-pau, one of the character’s key projects will be spearheading the campaign for plastic-free and environmentally-friendly consumerism with foodpanda’s Global Sustainable Packaging Programme to encourage merchant and consumer responsibility.

The one-of-its-kind ambassador was first rolled out in Japan, Taiwan, and Cambodia in December 2021, which was subsequently followed by its appearance in other foodpanda networks namely Singapore, Malaysia, Thailand, Hong Kong, and Laos. The next phase will introduce the ambassador in the Philippines, Myanmar, Pakistan, and Bangladesh.

Last November, foodpanda also announced its partnership with Chinese tech giant Xiaomi to venture into q-commerce allowing the option of purchasing consumer electronic products and appliances through its apps. 

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