At A Glance
To compete with a myriad of online delivery services in the city, foodpanda Hong Kong hoped to build rapport and establish emotional connections with the locals by telling human and emotional stories with the help of O2O partnerships.
To highlight foodpanda Hong Kong’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 businesses established in Hong Kong were not only surviving, but thriving throughout the pandemic without losing touch with its roots. foodpanda Hong Kong’s efforts were featured via videos and dedicated editorial stories on Yahoo’s BetterMe portal.
Videos featuring inspiring stories of The Chili Lab and Patisserie La Lune garnered more than 101,000 and 150,000 views respectively across social media platforms; while the partnership with RubberBand saw more than 450,000 views.
Finding local Inspiration via…Chilis
To ring in the new year, foodpanda Hong Kong partnered with local chili sauce brand, Chili Lab, whose products are made in Hong Kong. The products were not only the perfect companion to Lunar New Year delicacies, but also manifested the values of family - consisiting of a secret recipe that has been passed down for three generations. This inaugural partnership with a local brand is part of foodpanda Hong Kong’s “Local Favs” series that’ll see further cooperation with Hong Kong-made businesses.
To highlight foodpanda Hong Kong’s dedication to the city and 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 Hong Kong’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 360,000.
Finding local Inspiration via …Music
The highlight of the campaign was perhaps foodpanda Hong Kong’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 Hong Kong 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 Hong Kong.
Finding local Inspiration via…Festive Treats
During Mid-Autumn Festival this year, foodpanda Hong Kong entered a third partnership with local Hong Kong 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 Hong Kong’s pandamart complemented the features.
The "Local Favs" series has been extremely well-received thus far: the videos featuring the inspiring stories of The Chili Lab and Mid-Autumn gift set garnered 101,000 and 150,000 views respectively; while the partnership with RubberBand saw more than 450,000 views.
This article is sponsored by Yahoo Hong Kong.