The Crave Party
Taxi aggregator Ola bought FoodpandaIndia from its German parent Delivery Hero group, re-entering a resurgent food-delivery market that has matured and become more competitive in the past year.Ola also invested $200 million in FoodpandaIndia, as it aims to take on rival UberEatsand incumbents Zomato and Swiggyin one of the most-coveted and high-frequency consumer markets in India.
Before the merger Foodpandawas handling 30,000 orders a day whereas Swiggywas doing around 100,000 a day and Zomato at 130,000 orders a day so the biggest challenge for Foodpandawas to get back into the consideration set and increase the its customer base.
The solution presented itself through an offer-driven campaign titled 'The Crave Party' - a marketing initiative that delivered local delicacies that cost next to nothing. Launched using a multi-channel approach, the the results were instantaneously visible. Order traffic on the plaformwent up 16 times, creating strong brand recall, and left consumers thirsting for more.