Singapore, 5 July 2024 – foodpanda, Asia’s leading food and grocery delivery platform, has expanded its collaboration with Carlsberg Asia to make Carlsberg’s extensive variety of beverages more accessible to consumers, particularly during relevant drinking occasions. This strengthened partnership will introduce exciting campaigns designed to enhance the appeal of Carlsberg beers and make them more accessible via foodpanda’s network of cloud grocery stores, pandamart, and its retail partners, including 7-Eleven Singapore.
According to foodpanda’s Delivery and Retail Trends 2023, beer ranks among the top five most ordered grocery items in APAC. Leveraging this data, the partnership aims to provide consumers with personalised recommendations and special promotions for Carlsberg at key moments in their user journey on the foodpanda app, thereby increasing cartout rates.
“We know that our consumers love their beer, so we are thrilled to strengthen our partnership with Carlsberg to make sure everyone can enjoy their favourite drinks in the freshest and most satisfying ways possible,” said Raphael Zennou, Vice President of Quick Commerce at foodpanda. “Together, we are not only meeting our consumers’ demand for high-quality beer but also enhancing the overall shopping experience with quick and reliable delivery within an hour. In the spirit of Carlsberg, this is Probably The Best Partnership In The World!”
Fresh Beers, Fresh Experiences
Consumers can look forward to a series of captivating campaigns that will make their Carlsberg purchasing experience on foodpanda even more gratifying. These include:
- A video campaign featuring Liverpool Football Club.
- Exclusive gifts-with-purchase (GwP), such as chilled boxes and color-changing cups.
- Special promotions and bundles on pandamart and 7-Eleven Singapore.
- A responsible drinking campaign to promote safe consumption of alcohol.
“By leveraging foodpanda’s insight into consumer purchasing habits, innovative logistics, and technology solutions, we can ensure our consumers enjoy Carlsberg’s refreshing and high-quality beers with unparalleled convenience. This partnership is a testament to our commitment to meeting the evolving needs of our consumers by providing them with a seamless beer purchasing and drinking experience, no matter where they are. Together with foodpanda, we will roll out exciting campaigns and initiatives that will make Carlsberg beers even more accessible and appealing to beer lovers across Asia,” said Arindam Varanasi, Vice President, Commercial, Carlsberg Asia.
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Tapping Retailers’ Extensive Reach
The collaboration also enables retailers, including Singapore’s favourite convenience store 7-Eleven, to engage a wider audience and increase sales. This summer, foodpanda, Carlsberg Singapore, and 7-Eleven Singapore teamed up to launch exclusive football-themed promotions on Carlsberg beers purchased from 7-Eleven stores via the foodpanda app. This initiative included an exclusive Euro Cup promotional bundle featuring Carlsberg Pilsner and Draught beers, perfectly paired with 7-Eleven’s Ready-To-Eat selections.
“7-Eleven Singapore is excited to partner with foodpanda and Carlsberg, two brands that share our commitment to providing enjoyable experiences for our customers. By combining foodpanda’s efficiency and reliability with our expansive network of stores available 24/7, and our exciting Ready-To-Eat offerings and snacks, this collaboration enhances the round-the-clock convenience of enjoying Carlsberg beers. At 7-Eleven, we are constantly innovating to stay at the forefront of the retail scene and meet the evolving needs of our customers, and this partnership represents a significant step forward in that pursuit,” said Anushree Khosla, Managing Director of 7-Eleven Singapore.
This expanded collaboration showcases foodpanda’s commitment to connecting brands with customers through various channels on its platform, including retailers like 7-Eleven, pandamart, panda ads, and tailored campaigns. With this multi-vertical approach, foodpanda and Carlsberg aim to explore new ways to enhance the shopping experience for customers across Asia, meeting their diverse needs.
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