This month marks a special one for foodpanda’s brand ambassador, Pau-Pau, as he turns one year old.
To commemorate the milestone, foodpanda launched its new brand philosophy, “live like a panda”, which encourages people to free up their time and energy to pursue what truly matters to them.
The adorable mascot has been the face of the brand since his debut, and has gained a huge following across the region.
Pau-Pau was introduced at a time when food delivery was becoming increasingly undifferentiated, with deals and discounts being offered left and right. foodpanda wanted to stand out from the competition and decided to create a relatable and personable mascot to represent the brand.
Pau-Pau proved to be the perfect choice, with his cute and cuddly appearance capturing the hearts of millions of people across the region.
Pau-Pau’s regional presence
Since his debut, Pau-Pau has received an overwhelming amount of love and has successfully created a positive perception in the minds of customers, making foodpanda their first choice for on-demand deliveries. Throughout 2022, foodpanda received numerous requests for Pau-Pau merchandise, further highlighting his growing fanbase.
Pau-Pau has seamlessly made his way into the everyday lives of customers, with his presence being felt on social media platforms such as Telegram, LINE, and Instagram, where millions of people use Pau-Pau sticker sets and filters on a daily basis.
He is also constantly featured in prominent out-of-home advertisements and has his own line of plushies and exclusive collectables. In the past year, Pau-Pau has also been part of several exciting collaborations with partners such as Tinder, Coffee meets Bagel, Burger King, and McDonalds.
Pau-Pau’s hyperlocal presence has allowed him to connect with people in various markets, such as Thailand, Taiwan and Singapore.
In Thailand, a giant Pau-Pau mascot visited an underprivileged children’s foundation on Valentine’s Day to celebrate with the children and deliver meals and everyday necessities. In Taiwan, foodpanda launched a promotion campaign featuring three Pau-Pau statues standing at an impressive 2.5m tall; and in Singapore, Pau-Pau even has his own ice cream flavour and pink cookies.
“The creation of our own brand ambassador, Pau-Pau, allows us to better connect and engage with millions of people who use the foodpanda app daily in a fresh, new way,” said Monika Mikusova, Senior Director of Marketing APAC at foodpanda. “With Pau-Pau, we now have the unique opportunity and creative runway to launch campaigns that bring to life foodpanda’s brand personality. While Pau-Pau had an adventurous 2022, for 2023, we are very excited for him to explore even more meaningful ways to add value to our customers’ lives.”
Panda with a purpose
However, Pau-Pau isn’t just an adorable mascot — he also champions sustainability and empowerment.
In an effort to do his part for the environment, Pau-Pau fronted foodpanda’s recent green initiatives, such as the “Let’s do our Pau-rt” program in the Philippines. He was also the face of a locally-produced sustainable beer called “Loaf Like A Panda” in Singapore.
Pau-Pau believes in and advocates for empowerment and living life on one’s own terms. This belief aligns perfectly with foodpanda’s brand philosophy, “live like a panda”, which encourages individuals to worry less about the mundane tasks of daily life and focus more on what truly matters to them.
The foodpanda team spent hours studying pandas and found that they eat, sleep, and live life without unnecessary worries.
Similarly, the foodpanda hopes to inspire its customers to look beyond their routine and find time for the things they enjoy doing, in order to find true satisfaction with its “live like a panda” philosophy.
Featured Image Credit: foodpanda Phillippines