OUR WORKS
ADVERTISING & DIGITAL MARKETING
FOOD PANDA CONCEPTS
(For Fries Sake, Simot, Jacksons)
THE CHALLENGE
foodpanda, a leading global online food delivery marketplace, wanted to improve the
market share of three of its concept brands in the Philippines: For Fries Sake, Jackson’s Fried
Chicken and Simot Rice Bowls.
The client wanted to push brand awareness via a digital campaign that would position each
concept brand as a vendor with good quality food, good menu assortment, and with
affordable prices.
Specifically, foodpanda wanted the campaign to:
- Drive the visibility of the three house brands on the Foodpanda app.
- Optimize incentives through menu offerings from each brand to fit identified occasions and user behavior.
- Highlight top-performing branches/outlets to build a reputation for good client service, and trigger word-of-mouth promotion in key areas.
WHAT WE DID
Creative Development & Content Development
Social Media Management
Community Management
Campaign Development
Content Creation & Design
Animated Videos
Copywriting
Creative Strategy
OUR SOLUTION
Strengthen brand awareness among consumers
Convert competitors’ low-frequency users and keep existing customers
Encourage the target market to try their products
To achieve this, the campaign primarily focused on being more
relatable to each brand’s target audience, both in terms of language
and visuals. These marketing efforts were also supplemented with reply
management targeted ads, and social influencer initiatives. GP strategically
curated these initiatives according to each brand and optimized
content plans by distributing efforts across platforms.
FOR FRIES SAKE
Targeting the Gen Z, the For Fries Sake campaign reflected the
demographic’s personality through playful visuals, and the use of slang
and puns. Following the rising trend of short-form videos and the Gen
Z’s affinity for word-of-mouth recommendations, GP leaned on
influencer-driven materials, and dynamic content such as GIFs and
Instagram reels. This effort proved to be effective with top-performing
materials highlighting influencer opinions and video content.
SIMOT
working millennials and Gen Zs. To appeal to them, the content was
anchored on familiar situations such as lunch breaks in offices and the
use of witty puns and Taglish copy. Similar to For Fries Sake, a lot of the
materials leveraged dynamic content and followed the trend of short-
form videos. Taking it a step further, majority of the reels with the most
engagement showcased authentic situations with minimal production
and editing.
JACKSON'S FRIED CHICKEN
needed to break a barrier to connect with the Filipino audience. To do
this, the campaign appealed to the family-oriented nature of many
targeted millennials. The materials released were focused on
highlighting community-driven activities and food for sharing.
SUMMARY
content, and expanding marketing efforts across platforms and
initiatives, GP managed to increase awareness and engagement.
This lead many targeted demographics to try out the brands or become
more curious about the products being offered.
