Ecommerce Marketing & the Marginalized Creativity

Foodpanda revamps brand ambassador to represent its sustainability and empowerment goals

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By Shawn Lim | Reporter, Asia Pacific

January 5, 2022 | 3 min read

Food delivery platform Foodpanda has launched a new brand ambassador to promote its sustainability and empowerment activities across the Asia Pacific region.

The brand ambassador, called Pau-Pau, is meant to bring Foodpanda’s values of caring for the environment, empowerment, and the belief in living life on one’s terms, to life.

Pau-Pau will also be a part of Foodpanda’s green agenda, supporting sustainability initiatives such as its default cutlery opt-out feature, which it claimed has saved 544 million pieces of single-use plastic in 2021 alone.

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Foodpanda’s customers can find Pau-Pau on the Line and Instagram apps as emojis and stickers for their social media usage

The platform launched the Global Sustainable Packaging Programme in August 2021 to encourage merchants to switch to plastic-free, plant-based packaging to reduce the impact on the environment as it works towards becoming a carbon-neutral organization.

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“Pau-Pau is a first-of-its-kind among food delivery platforms in Asia. More than anything else, we wanted to create a personality that evokes love among customers. A personality that they can relate to and form an emotional connection with, as Foodpanda becomes a partner in their everyday lives,” said Idan Haim, the vice president, growth and marketing at Foodpanda.

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“We want Pau-Pau to be an inspiration for people to live life on their terms and to its fullest. We are excited for our customers to meet Pau-Pau, as we mark the start of a new decade for Foodpanda in Asia.”

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To help its customers reimagine how they use delivery, Foodpanda’s customers can find Pau-Pau on the Line and Instagram apps as emojis and stickers for their social media usage.

Pau-Pau was launched first in Japan, Taiwan, and Cambodia in December 2021, and then rolled out in Singapore, Malaysia, Thailand, Hong Kong, and Laos. It will soon be introduced in the Philippines, Myanmar, Pakistan, and Bangladesh.

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