Will Foodpanda's 'The Crave Party' get you to party?
Foodpanda is going all out to expand its user base with its campaign called The Crave Party
Dessert for Rs 9, biryani for Rs 79 and snacks for Rs 19, Foodpanda is leveraging on these attractive price points to lure food lovers on to its app and expand its base against competitors Swiggy, Zomato and Uber Eats. The food delivery platform launched the campaign, The Crave Party, early last month. The firm has gone all out with the marketing for the campaign, putting up hoardings across metros and releasing three brand films on TV and digital.
Though the company declined to share their marketing spends for the campaign, industry sources estimated it to be around Rs 5-6 crore. For offline, the firm is said to have set aside Rs 25-30 crore for the year. The campaign will be underway for some time. We expect it to be around for the festive season.
Talking about it, Anshul Khandelwal, Head of Marketing, Foodpanda, said, “The Crave Party has been designed as a unique experience initiative for users, bringing innovative offerings in the three top performing categories -- desserts, snacks and biryanis. For a holistic approach, it’s reaching our customers through all platforms-- ATL, BTL, TV and digital. The response from consumers has been very encouraging.”
The company released a set of three films, conceptualised and created by Happy Mcgarrybowen. The films talk about the unpredictable timing and nature of food cravings with smart dosage of comedy.
On September 25, Foodpanda partnered with OMI, the outdoor agency arm of Laqshya Media Group, for the campaign.
Naresh Bhandari, COO, OMI, claimed that the response so far has been positive. He mentioned that that the cluster branding at RTO Chowk, Pune, and Bandra have been “creating the extra buzz, courtesy the campaign placement and appealing creative.”
“It has worked well for the brand and the festive mood post Ganpati is already making the campaign bigger each passing day. So, overall, the campaign has been getting a good response from food lovers and the orders have been increasing every day. The Crave Party is picking up pace each passing day and food lovers are going crazy over the fab offers given to them,” he added.
Even the marketing experts we spoke to found the humour in the brand films refreshing. B Krishna Rao, Category Head, Parle Products, saw this move to be "a natural counter to Swiggy" which gained traction during IPL.
“Swiggy, which came much after Foodpanda, has managed to get a better foothold in the industry. Having said that, the latest creatives from Foodpanda are clutter-breaking. They cut well across audience and are appealing to all ages. Only time will tell how it translates into ROI.”
Tarandeep Singh Sekhon - Marketing Director - KidZania India, also liked the ads and their treatment and believes that attractive price points can bring new users to the app. “It touched the emotional chord and delivered the message clearly. As an umbrella campaign, The Crave Party is a good concept.”
However, Saurabh Uboweja, CEO, Brands of Desire, isn’t quite convinced by the campaign. He saw a “disconnect between various terminologies used in the campaign.” “The language that the brand uses is confusing. Also, the marketing capability is average. Content itself is pretty weak. They are piggybacking more on visibility and impressions. They are camouflaging around love and passion for food,” said Uboweja.
The food tech company, which was acquired by Ola early this year, will soon be integrated in the app. Currently in the testing phase, the integration will be rolled out in a couple of weeks. “Through the integration, we will be able to reach Ola’s customer base of 150 million in the country. Along with that, Foodpanda will also be able to leverage Ola’s various assets along with the deep understanding of Indian customers, large-scale distribution and logistical technical prowess,” Khandelwal said.
Alongside these marketing initiatives, Foodpanda is also expanding aggressively with its entry into 13 more cities, including Lucknow, Indore, Kanpur, Jaipur, Chandigarh, Bhubaneswar, Nagpur Guwahati and Coimbatore. In these cities, Foodpanda has partnered with 3,000 restaurants and 5,000 delivery agents. This is in addition to seven cities where the food delivery company already has an active delivery partner network in place. The brand aims to increase order volume by 10 times. To achieve that, it has announced hiring of 60,000 delivery riders. It claims to be receiving 3 lakh orders on a daily basis.
With Inputs from Dolly Mahayan
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