Digital Marketing Asia 2024 Singapore
marketing interactive Digital Marketing Asia Singapore 2024 Digital Marketing Asia Singapore 2024
foodpanda taps into HK hip-hop scene with local artists

foodpanda taps into HK hip-hop scene with local artists

share on


foodpanda has tapped into the local hip-hop scene with local artists MC Yan and Serrini by releasing a new campaign - a song namely “Thank Me” to remind HongKongers to appreciate themselves.

Following 2021’s ‘Life is more than just putting food on the table’ campaign, where foodpanda reminded people not to forget to live beyond making a living, foodpanda hopes to remind everyone not to forget to thank themselves during hard times under the pandemic with the latest campaign.

As an avid supporter of Cantopop, foodpanda invited two diversely talented singers representing different generations and music styles to create the 2022 farewell anthem as a gift for HongKongers. The campaign ran throughout December last year.

Written and produced by MC Yan, the new single “Thank Me” is now available on YouTube. The song carries a unique beat that generates a sense of nostalgia, enabling listeners to reminisce time passed. Led by Serrini at the beginning, she introduces the main message of the song, before MC Yan seamlessly flows in with rap verses painting a picture of the struggles of the year from school suspensions, dine-in restrictions and border closures.

Inspired by the idea of an escape room, the music video shows walls of shelves set up, filled with items that symbolise significant events of 2022. Eventually MC Yan and Serrini break out from the room representing 2022 and before stepping into 2023, they remember to stop to thank themselves and each other before treating themselves to a wide spread of gourmet delicacies. 

The details of every scene in the MV perfectly matches with the lyrics, condensing everything that has happened in the past year into a three-minute video. In terms of medium of promotion, the campaign was promoted via owned channels, earned media and paid media.

“To a certain extent, 2022 has been a tough year for everyone. We are grateful for everyone who entrusted our food and grocery service to deliver whatever they needed during the challenging pandemic,” said Alex Law, marketing director of foodpanda Hong Kong.

“We wanted to create something special to give back to the public, reminding them to appreciate and thank themselves, as well as acknowledge how far they have come. We hope that the pairing of this eclectic and talented duo - MC Yan and Serrini, coupled with the creative minds behind this project successfully brings to life content that is fun, engaging and relevant to our fellow HongKongers,” Law added.

MC Yan shared that he hoped to create a song that expresses the different flavours of life, through the literal sense of taste and the taste of Hong Kong when conceiving the song in partnership with foodpanda.

“Food related metaphors that drew parallels to the unique stories of Hong Kongers and their resiliency were also added. Over the past three years, foodpanda has been accompanying Hong Kongers to navigate through the ‘sweet, sour, bitter and spicy’ moments of the pandemic, providing the public with Hong Kong’s best flavours,” Yan said.

Related articles:

foodpanda and Huawei tie up to have app pre-installed on all new mobile devices
foodpanda's Pau-Pau joins dating app Coffee Meets Bagel

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window