In today’s ever-changing media landscape, brands are constantly seeking creative ways to capture customer attention. Partnering with established platforms like foodpanda offers a unique opportunity to leverage retail media and engage consumers directly within their shopping journey.
Retail media, which involves placing targeted ads within a retailer’s app or website, is rapidly becoming a major force in the advertising world. According to Insider Intelligence, retail media is projected to be the fastest-growing advertising channel by 2027, with annual growth rates exceeding 20%. This trend highlights the effectiveness of reaching consumers at the point of purchase, offering a level of targeting and engagement that traditional advertising often struggles to achieve.
Foodpanda’s panda ads program offers brands a comprehensive suite of advertising solutions, encompassing both in-app and off-app channels. This allows brands to connect with a vast audience of “digital-native” consumers who prioritize convenience, accessibility, and personalized experiences.
The collaboration between Coca-Cola and foodpanda serves as a prime example of the power of retail media. The campaign strategically paired Coca-Cola beverages with popular food options on the foodpanda platform, further incentivized by promotions and special offers. This approach not only boosted brand visibility but also encouraged targeted purchases, leading to a significant increase in sales.
“This adaptability and direct access to engaged shoppers make retail media an invaluable asset in a modern marketer’s toolkit, pushing brands to transition from conventional advertising to more dynamic, integrated strategies. For foodpanda, brands can enter collaborative partnerships across our verticals from food delivery and pick-up to grocery deliveries. We provide them with solutions within our in-app and off-app channels, allowing panda ads to engage with digital-native customers who want greater choice and accessibility, convenience, and a personalized experience,” according to Amer Bakshi, foodpanda Philippines Enterprise Director.
foodpanda and Coca-Cola went beyond simple in-app promotions to maximize campaign reach. The partnership employed a multi-channel strategy that included Customer Relationship Management (CRM) ads, online branding, social media campaigns, influencer partnerships, and even traditional media like billboards and condo ads. This comprehensive approach ensured brand exposure across various touchpoints, further solidifying Coca-Cola’s presence in the minds of consumers.
Foodpanda’s FPasko gamified Christmas campaign, featuring Coca-Cola as a key partner, proved to be a major success. By aligning the campaign with the cultural significance of Christmas, it resonated deeply with the target audience, driving engagement and participation from both foodpanda users and Coca-Cola fans. This innovative strategy resulted in a significant boost in brand performance, with Coca-Cola experiencing a 40% uplift in sales during the campaign period.
“In Q4 2023 alone, we ended the year with a bang by bagging 40% uplift in Coke Sales during our gamified Christmas campaign, garnering over a billion impressions. foodpanda is a dream to work with-insights-driven recommendations, agile pivots where needed, and diligently looks over end-to-end execution until campaign end,” said Denise Recomono, e-Commerce Senior Manager of The Coca-Cola Company.
The Coca-Cola and foodpanda partnership exemplifies the immense potential of retail media in today’s marketing landscape. By leveraging a combination of in-app and off-app channels, creative campaign strategies, and data-driven insights, brands can achieve significant growth and engagement with their target audiences. As retail media continues to evolve, collaborative partnerships like panda ads hold the key to unlocking new possibilities for brand success.