DAN continues their support for foodpanda to thank food frontliners for their service to Malaysia
Across Malaysia, people expressed appreciation to frontliners who are fighting to curb the spread of Covid-19. Moments of humanity and gratitude are shining through the cracks of the pandemic.
The set of food front liners such as the delivery riders, cooks, farmers, supply chain providers, grocers and homemakers, powering the food industry and keeping the nation fed during this unprecedented time often goes unnoticed.
To appreciate the efforts of food frontliners, foodpanda in collaboration with Dentsu Aegis Network (DAN) initiated the “#hanyakeranamu” campaign, to reach out food frontliners out there during this challenging time to thank them for their service to the nation to keep people healthy, safe and well fed.
“We wanted to shed light on the unsung heroes in the food industry; those working in the background to ensure Malaysians have food on their tables. And what better way to thank them than to provide a platform for all Malaysians to show their gratitude towards our food frontliners,” said Fabian Emanuel, Head of Marketing, food panda.
Emanuel added, “When customers place an order, they are not only putting a meal on their table, but on the tables of the farmers and fishermen, the lorry drivers that transport the fresh produce to the restaurants, the chefs who prepare the food and the riders that deliver those warm meals right to your doorstep.”
A 15sec television commercial will be airing on Media Prima channels, Astro and TV2, until end April 2020. Influencers such as sitilovevorex , zizizulkifli and zeatyalia are also showing their gratitude via Social Media platforms. A 60sec digital video showing heartfelt thank you to the heroes of the nation for their selflessly toiling in these trying times can be viewed on foodpanda’s youtube page.
DAN Head of Mediabrands Yap Chee Weng said, “We were excited to work with foodpanda to reach out to our riders that always bring us the food we love. We worked alongside Media Prima, Astro, Laguna, Wow Outdoor, PMP, MPPM and OTT platform to amplify the reach to the nation”.
Malaysians can also be a part of the campaign by sharing their thanks to our food heroes in text, voice notes or video messages on their social page (Facebook, Instagram or Twitter) with the hashtag #hanyakeranamu starting from now until 30th April 2020. The user generated content (UGC) will be selected and featured across 37 DOOH screens through Posterscope’s proprietary Liveposter’s dynamic content platform, in partnership with Laguna and Wow Outdoor.
San Yen Liew, Executive Creative Director of Isobar Malaysia said, “It was challenging collaborating remotely from conceptualization to post-production, but the team was committed to producing this wonderful piece of work that thanked foodpanda heroes and all food workers. We told the story of how at any given moment there’s always someone working hard behind the scenes, fulfilling orders, and coordinating deliveries – as we all look forward to brighter days in the future together.”
To this end, Milan Agnihotri, DAN Chief Strategy Officer said, “People and communities around the world and in Malaysia are appreciating the commitment and efforts of front-liners, mainly, the health and security professionals. Amidst this, we forget the food front-liners, starting from delivery riders, vegetables & food retailers, supermarket attendants, lorry drivers in food distribution, chefs, cooks, home-makers and moms. Everyone associated in this food chain, who are putting a lot at stake to keep everyone fed and therefore healthy and happy. Our campaign applauds all the food front-lines and have especially appreciated delivery riders.”