Foodpanda rewards Singapore's hungriest and most boring neighborhoods with free deliveries

Singapore-based food and grocery delivery platform Foodpanda is rewarding Simei residents with free deliveries after the area won a social media giveaway. The nationwide contest, which ran until August 31st, received over 1,600 entries from people nominating their neighborhood as the ‘hungriest’ for Foodpanda’s perks. A Simei resident’s post won with 1,302 likes, securing a one-month Pandapro subscription for all users in Simei, along with an individual prize worth over SGD 1,000. Pandapro gives users unlimited free deliveries and other deals.

The giveaway followed an earlier campaign in which Foodpanda dubbed Yew Tee, another heartland area, Singapore’s ‘most boring’ neighborhood, and proceeded to gift 53,000 Yew Tee households free Pandapro subscriptions. Located further from the city center, Yew Tee is unfamiliar to most Singaporeans and often considered a place with not much going on. The campaign aimed to challenge this perception and showcase the area’s local hidden food gems.

Heartland neighborhoods are an integral part of civic society in Singapore, and this campaign taps into each area’s sense of community, belonging and local pride. As social isolation and loneliness continue to pose a challenge, bringing people together through shared humor or identity can be powerful. Foodpanda’s campaign might not directly encourage residents to mingle, but it reminds people they're not alone and are part of a community.

Finally, Foodpanda followed through with monetary perks, resonating with Singaporeans concerned about the rising cost of living. The lessons here apply to all brands, beyond just Singapore — in a world grappling with concerns like loneliness and inflation, random acts of kindness will always land well. How could your brand share generosity and delight with your audience?