foodpanda takes its customers on a transformative food journey with the launch of The First Bite

The brand rolls out its new global campaign, enticing customers to make the first bite last.
foodpanda, the on-demand food delivery service, has announced the launch of its new campaign, The First Bite.The campaign goes live on 15/11/2017, and will be displayed across all online channels, namely social, display and CRM, and outdoors through flyering and billboards.
The creative concept highlights the universal excitement that surrounds the first bite of food. To amplify the experience and share the uniquely joyful moment, the campaign assets feature real people taking their first bite of food. All the characters and dishes are isolated on a simple, solid background which invites the viewer to focus on the food, the facial expressions, and the new brand tagline: “Take the first bite.”
“We launched a global campaign with a consistent look and feel throughout our markets and channels, highlighting one significant message: the universal experience of the first bite. Every interaction with food is a delight, but there is something about that very first bite that makes the experience all the greater, and we wanted to portray just that.” says Julian Dames, Global CMO at foodpanda.
The campaign was fully executed in-house, from conception to production, in collaboration with renowned photographer Robert Wunsch and Director of Photography Jonas Winter-Scholz. The upbeat music was also uniquely created for the campaign, to mirror the video’s quick sequences and highlight the countless flavor explosions that take place. The combination of these assets was to highlight the true excitement of the first bite, including how our senses play a significant role.
“foodpanda is recognized as an on-demand delivery service that offers good food from favorite local restaurants from around the globe, but really, we’re all foodies who are excited about food. And what’s more exciting than the first bite?” adds Dames.