Having secured the success in food delivery category, foodpanda expanded to Grocery delivery as GAME CHANGER. Leverage our well-established brand term – AHHH since 2019, we took this expression one step further and strategically shift the communications focus onto “EVERYTHING (on foodpanda)” while staying consistent with the overall branding. Tapping into the behavior change and insights during COVID-19, we have put together a communication strategy for the Pandamart launch with full funnel approach (Awareness, Consideration and Purchase) by employing disruptive content partnership and smart use of Outdoor. Delighting results were drew no matter on brand awareness, but also sound business results support.