foodpanda unveils new face of brand for 10th anniversary

To celebrate its 10th anniversary as a food and grocery delivery platform in Asia, foodpanda has introduced a fresh face for the brand called Pau-Pau. The pink panda first made appearances in Japan, Taiwan and Cambodia in December 2021, and is now rolled out in Singapore, Malaysia, Thailand, Hong Kong and Laos, before reaching the rest of the foodpanda network. The next phase will see Pau-Pau being introduced in the Philippines, Myanmar, Pakistan and Bangladesh.

The introduction of Pau-Pau builds on foodpanda’s earlier brand refresh, which saw foodpanda revitalising its look with fresh visuals and a more vibrant colour palette across its design touchpoints, and more friendly user interface as the platform expands beyond just food delivery.

Describing its new face as a “fun-loving and free-spirited panda”, Pau-Pau is said to be the first-of-its-kind brand ambassador, championing empowerment and sustainability across the region. Pau-Pau’s identity as a foodpanda brand ambassador will be brought to life in full — from having his own language and story, to a full set of values, such as caring for the environment, empowerment and the belief in living life on one’s own terms.

In introducing a new personality that represents the brand, foodpanda will also expand its digital marketing ambitions to look beyond traditional platforms. Customers can find Pau-Pau on the LINE and Instagram apps as emojis and stickers for lively engagement, freedom of expression and communication. Pau-Pau will be rolling out progressively across all foodpanda channels and interfaces, from the app and website, to digital and social media platforms, out-of-home activations and more.

“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. A personality that they can relate to and form an emotional connection with, as foodpanda becomes a partner in their everyday lives,” said Idan Haim, vice president, growth and marketing, foodpanda.

Eunha Bhang, chief creative officer, Delivery Hero Asia said that in creating Pau-Pau, the brand 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.”

As foodpanda’s champion for sustainability, Pau-Pau will also be a part of foodpanda’s green agenda, supporting sustainability initiatives such as its default cutlery opt-out feature. More recently, in August 2021, foodpanda launched the Global Sustainable Packaging Programme to encourage merchants to switch to plastic-free, plant-based packaging to reduce the impact on the environment as it works towards becoming a carbon-neutral organisation.

Related articles:

foodpanda and HungryPanda SG reportedly clash over trademark dispute
Foodpanda HK reaches consensus with couriers ending dispute and strike
foodpanda Malaysia wraps up media pitch
#MarketingEventsAwards 2021 highlight: foodpanda tests new markets with digital flyers