foodpanda names APAC head of virtual brands

Foodpanda has promoted Kevin Zagolin to APAC head of virtual brands. In his role, Zagolin is responsible for growing and managing the virtual brands business at foodpanda APAC, said his LinkedIn. He will also be required to improve and manage new virtual brands that reach product-market fit in a short period of time. He was previously APAC head of commercial for virtual brands. Foodpanda declined to comment on MARKETING-INTERACTIVE's queries.

Zagolin joined foodpanda in April 2021 as its APAC head commercial of virtual brands and was responsible for developing a high-pace extension strategy across the APAC region, his LinkedIn said. He was also tasked with setting up strategic partnerships with FMCGs and restaurant chains. Before foodpanda, Zagolin was with Burger King for two years as senior manager and led the Australia and New Zealand markets.

According to foodpanda previously, a virtual brand is an online-only food concept where the brand exists digitally, with no dine-in presence, and offers food that is available for delivery or pick-up. Hence, virtual brands can also operate from the kitchen of an existing restaurant or through traditional cloud kitchens.

Last year, foodpanda partnered with Rebel Foods for a multi-market partnership to enable restaurant partners and cloud kitchen operators grow additional revenue streams, at little or no start-up costs. The virtual brand partnership is for an initial five years, with the aim of launching over 10 virtual brands in over 2,000 outlets across the region. Some of the virtual brands that will launch in Asia include Rebel Food's flagship brand Faasos, Behrouz Biryani, The Biryani Life and Lunchbox. 

The first phase of the partnership began in December three years ago, which saw Rebel Foods introduced four brands across Singapore, Malaysia, Bangladesh, Thailand, Hong Kong and the Philippines through the foodpanda network. 

Meanwhile, in a separate branding and marketing initiative by foodpanda, the company introduced a fresh face for the brand called Pau-Pau. Described as a “fun-loving and free-spirited panda”, Pau-Pau is said to be the first-of-its-kind brand ambassador, championing empowerment and sustainability across the region. Pau-Pau’s identity as a foodpanda brand ambassador will be brought to life in full — from having his own language and story, to a full set of values, such as caring for the environment, empowerment, and the belief in living life on one’s own terms.

Less than a week after Pau-Pau was introduced, foodpanda launched the "Pau-Pau's Iceee-Creaaam!" a limited-edition ice cream flavour released in collaboration with the ice cream cookie & co. The white chocolate ice cream with raspberry swirl ice cream is only available in Singapore, and is retailed exclusively on pandamart. The exclusive ice cream is marketed through foodpanda's internal channels, specifically via CRM and on social media. Bespoke products such as Pau Pau merchandise will also be launched soon.

Related articles:
foodpanda's new brand ambassador Pau-Pau gets his own bespoke ice cream flavour
foodpanda unveils new face of brand for 10th anniversary
#MarketingExcellenceAwards 2021 highlight: How foodpanda's data-led creativity led to pandamart's customer growth