Foodpanda is giving away plushies of its mascot, Pau-Pau, in collaboration with Burger King. Burger King was chosen as it is one of foodpanda's top restaurant partners. Laura Kantor, marketing and sustainability director for foodpanda Singapore, told MARKETING-INTERACTIVE that as foodpanda has been receiving requests for Pau-Pau merchandise giving birth to the creation of its first edition plushies. The campaign will run until 24 July in Singapore or until stocks last, where customers will be entitled to a free plushie of its mascot, Pau-Pau with every purchase of Burger King over SG$30.
The plushie was promoted in-app and through push notifications as well as a dedicated carousel tile on the app, according to Kantor. Meanwhile, Kantor said that it had promoted the partnership through influencers such as @chrysanlee, @tippytoess and @jujujucloe, and on foodpanda’s social media pages. It also held a giveaway of five of the plushies on its Instagram page which saw nearly 500 engagements and over 130 submissions.
Although foodpanda did not disclose the exact monetary value of the partnership, Kantor added that both Burger King and foodpanda can build significant brand love through the partnership and connect with its customers in a new and fun way.
Foodpanda unveiled Pau-Pau in Singapore in January, celebrating its tenth anniversary as a food and grocery delivery platform in Asia. The introduction of Pau-Pau built 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.
Meanwhile to promote Pau-Pau, foodpanda launched "Pau-Pau's Iceee-Creaaam!", a limited-edition ice cream flavour released in collaboration with the ice cream cookie & co right after unveiling Pau-Pau. The white chocolate ice cream with raspberry swirl ice cream is only available in Singapore, and is retailed exclusively on pandamart. Just recently, it had also collaborated with Flash Coffee, where Flash Coffee's stores at PLUS, Orchard Gateway, Lot One, JEM and Jurong Point donned decorations of Pau-Pau and served up co-branded cup sleeves.
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