foodpanda brings free deliveries to 'hungriest' neighborhood, Simei

Food and grocery delivery platform foodpanda is bringing free deliveries to the residents of Simei after it was awarded the "hungriest" neighbourhood following a social media contest. 

As part of the campaign, foodpanda will gift residents of Simei free pandapro subscriptions for an entire month. This follows a surprise campaign giving 53,000 Yew Tee residents unlimited free deliveries to bring excitement to Singapore’s “most boring” neighbourhood.

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The nationwide giveaway saw over 1,600 entries nominating their neighbourhood to receive free unlimited deliveries. Receiving an outstanding 1,302 likes, a Simei resident won unlimited free deliveries through free one-month pandapro subscriptions for their HDB block, and prizes worth over SG$1,000.

To reward Simei for their ravenous enthusiasm, foodpanda Singapore will also be extending the prize and giving the rest of the Simei estate unlimited free deliveries as well.

“We started this campaign to celebrate the vast flavours that make each Singaporean neighbourhood unique. Over the past few weeks, we have seen our nation’s overwhelming pride in both their food and their community”, said Darryl Chua, marketing director of foodpanda Singapore. “We hear your
cravings and by popular demand, foodpanda is delivering even more shockingly good deals to our neighbours in the east: Simei.”

Simei residents will receive a code to redeem their free one-month pandapro subscription from 16 to 23 September through email, and via geotargetted messaging in the foodpanda app.

Non-subscribers can use the code till 23 September, with limited redemptions available daily. The subscriptions unlock a slew of food deals, including unlimited SG$3 off delivery fees across all restaurants, unlimited free delivery on selected restaurants, additional 10% off all pick-up orders and monthly surprise perks on restaurants, pandamart, foodpanda shops and pandago.

This is the second leg of foodpanda's bold and cheeky campaign. In August, when it first launched,  the out-of-the-box campaign, definitely caught the attention of social media netizens, with several questioning the decision to limit the promotion to Yew Tee, and even making a call for foodpanda to extend the offer to other neighbourhoods, reflecting a desire for a more inclusive approach, said media monitoring company Truescope.

While there was some  "notable negative sentiments", according to media intelligence firm Truescope, a check by MARKETING-INTERACTIVE found that this was because many netizens expressed the desire to have a similar initiative in their own neighbourhoods, and users were actively nominating their own neighbourhoods.

Some comments seen by the team at MARKETING-INTERACTIVE saw netizens saying Commonwealth Crescent and Whampoa also have "nothing to do". Of course, the post was also littered with occasional comments around foodpanda's delivery services. Others also wanted to boycott the brand.

When MARKETING-INTERACTIVE reached out to foodpanda, Darryl Chua, marketing director of foodpanda Singapore said that the reception to its campaign has been overwhelmingly positive thus far.

"We’ve generated social chatter and buzz that has spread far beyond Yew Tee, with over 900 comments and 1,700 shares on our Instagram post in the first two days after launch. This is not only the largest giveaway that we have launched in Singapore, but it has also garnered the most participation we’ve seen to date," he said, adding:

True to the Singaporean DNA of being kiasu, we’re witnessing strong neighbourhood pride from residents across the island. 

Chua also said that the team is delighted to see people eagerly canvassing for unlimited free delivery with pandapro for their own neighbourhood.

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