Foodpanda and Flash Coffee have teamed up for a new initiative which sees Pau Pau take over select Flash Coffee outlets. According to Flash Coffee's LinkedIn post, the joint campaign comes as part of foodpanda's Pandafest, a month-long promotional campaign by the food delivery platform. Flash Coffee's spokesperson also told MARKETING-INTERACTIVE that the campaign will also highlight its newly released pink drink, the Dirty Bandung Latte.
As part of the campaign, Flash Coffee's stores at PLUS, Orchard Gateway, Lot One, JEM and Jurong Point will don decorations of Pau Pau and will serve up co-branded cup sleeves. The stores will also feature claw machines where customers can play to unlock additional rewards and benefits, including access to Flash Cofee's VIP tier, discounts and free Americanos.
Flash Coffee's spokesperson said that the campaign came about as it was experimenting with new and innovative ways to engage its consumers. "We first launched exclusive deals on the foodpanda app to connect with our customers who are largely tech-savvy millennials and young professionals," the spokesperson added. Both brands will also leverage their apps and social media platforms to drive visibility and get the word out to their consumers.
Flash Coffee added that it decided to embark on this campaign with foodpanda because both brands share a positive and long-standing relationship. "It was also a great opportunity for us to leverage each other's platforms and strengthen our visibility and resonance across both offline and online channels.
On its marketing plans this year, Flash Coffee's spokesperson said that it plans to continue to lead with tech, drive excitement through new product developments, leverage brand partnerships and work with media and influencers when the relevant opportunities arise.
Flash Coffee has declined to disclose the monetary value and expected ROIs for this campaign. MARKETING-INTERACTIVE has reached out to foodpanda for additional comment as well.
Separately, Foodpanda recently teamed up with Singapore-based food tech company CRUST to launch a locally produced, sustainable beer made with upcycled surplus bread. Titled the Pau-Pau Sustainabeer "Loaf Like A Panda", featuring foodpanda's mascot on the label, both parties seek to reduce food waste in Singapore with its beer, encouraging people to unwind and relax in a sustainable way. The creative concept of the beer came from food waste being one of the biggest waste streams in Singapore. In fact, in light of how bread is one of the most commonly wasted food items, the "Loaf Like A Panda" beer is touted to be made entirely with bread.
Meanwhile, Flash Coffee and Bumble brewed up a perfect date for individuals seeking love earlier this year for Valentine's Day. The coffee chain offered Bumble users two small iced lattes for free, while stocks last, when they show their Bumble Date profile to the baristas at any of the 31 Flash Coffee stores islandwide. Through this partnership, Flash Coffee aimed to surprise, delight and rewards its existing customers and also encourage new customers to try Flash Coffee. "Most importantly, we see this partnership as a way to spread some cheer among our fanbase this Valentine’s season," the spokesperson added then.
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