foodpanda
Date
20/10/2020
Clients
Tags
, , , ,
Category
Date: 2020 Services: Public Relations, Media Relations, Content Marketing, Influencer Marketing Category: Food Delivery

#livramacasa Campaign

Overview

Restaurants have been going through one of the most challenging periods ever. We know that the local restaurants are working to keep their kitchens open for delivery and we want to show them support so that they can continue their operations and keep their employees.

foodpanda is a strategic growth and development partner for local restaurants, and during this period we are stepping up our efforts to support them in overcoming the economic impasse generated by the Covid-19 health crisis.

#livramacasa for free and we offer 30% discount to our users who choose to order from restaurants open for delivery.

Objective

The multi-channel communication campaign aims to bring in the limelight the stories of local businesses, of the entrepreneurs who run them and to convey an optimistic message, while providing a real picture of the challenges they face.

foodpanda is their partner now and this campaign is a statement of partnership for long-term growth.

Also, the empathy shown by foodpanda to their favourite restaurants, raise brand attachment among consumers.

Media

Product placement – ELLE Romania facebook page

ELLE Facebook Live had 3 exposure pillars for foodpanda campaign:

  • The #buylocal topic, part of foodpanda campaign was the main topic of the daily ELLE live and foodpanda was mentioned as an example of good practice for the entire community
  • product placement: foodpanda branded bag appeared in the set up during the entire video
  • foodpanda has been endorsed by the most well-known and loved journalists of ELLE Romania.

Neatza cu Răzvan și Dani

  • the presence of foodpanda within the most-watched morning TV show in Romania, during the lockdown period, offered the brand the opportunity to be visible to a complex audience, both young professionals working from home and families with a cosmopolitan lifestyle
  • the project was designed so that it could assure all-round brand exposure:
  • mobile & desktop application visibility
  • information about the #livramacasa campaign and about the support showed by foodpanda to the local restaurants
  • the benefits the users have had during the campaign
  • the way in which the order is placed as well as the short time in which it is delivered
  • the health security measures taken my restaurants and by foodpanda
  • celebrity endorsement of Dani Otil, who presented the campaign from the point of view of a restaurant owner who benefits from foodpanda action, increasing the credibility of the message.

4 Native articles on alistmagazine.ro

  • The project has been designed to position foodpanda as the first option for food delivery during the lockdown period, among the users of one of the most relevant lifestyle magazine in Romania, whose brand is associated with Andreea Esca, the famous TV celebrity. 2737 total unique visitors and 3265 impressions
  • The articles were written as personal recommendations of alistmagazine.ro editors, in order to sound credible and to optimize their impact
  • The recommended restaurants have been chosen so that they can assure credibility and attachment transfer from the most appreciated restaurants to foodpanda.

4 Native articles on horecainsight.ro

  • The project has been designed to assure the exposure of the campaign among the B2B segment of the audience and to position foodpanda as a strategic partner for the local restaurants
  • The topics of the articles have been chosen in order to treat various aspects of the industry, from success stories to trends and advice to get over the corona crisis
  • The last article has been a good opportunity for foodpanda to present the results of the campaign and of company efforts to support local restaurants.
  • The owners/managers of the restaurants highly appreciated the opportunity offered by foodpanda to be featured in an industry-leading website.

8 Native articles & display campaign on businessmagazin.ro

  • The project has been designed to assure the exposure of the campaign within a leading business publication in Romania, whose visitors are particularly professionals and entrepreneurs, in order to reinforce foodpanda position as a strategic partner for the local restaurants
  • The project has been communicated ”in collaboration” with businessmagazin.ro in order to benefit from the awareness of the publication as a trusted source of information for the business segment
  • A special section has been dedicated to the project and it was promoted on homepage for more than one month
  • The last article has been a good opportunity for foodpanda to present the results of the campaign and of company efforts to support local restaurants.

4 Native articles on sapteseri.ro

  • The project has been designed to assure the exposure of the campaign in the well known free time e-magazine. sapteseri.ro is an iconic media product when it comes to spare time activities outdoor, therefore, a place where people interested in food can be found.
  • sapteseri.ro was the part of the project conceived to address the people in Bucharest who cannot go put for eating during the lockdown, but they have a perfect alternative due to foodpanda, that can bring their favourite food wherever they are.

”1+1” Influencer Marketing Campaign 

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