To expand services across the country, foodpanda has awarded its $1.875 million offline media management agency for Pakistan to Blitz Advertising, an affiliate of Spark Communications.
Ahsen Idris, chief executive officer of Blitz Advertising said in a statement to Profit, “By winning the foodpanda Pakistan 2020 media pitch, which lasted for well over two months, we are committed to delivering superior value & sparking creativity in the mobile food delivery marketplace.”
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He added, “The credit goes to the team for its relentless work and input, with the clarity of thought, value proposition, and the strategic insights. We are super excited to work on this very dynamic category.”
The media review by foodpanda Pakistan had shortlisted GroupM and Blitz Advertising as potential media agencies are going to take over its overall media strategy development, announced on 20th September.
Furthermore, the media agency that won would work with the brand & media teams of foodpanda Pakistan so that specific cost per rating point (CPRP) target may be fulfilled which was based on a desire for media efficiency instead of media effectiveness, according to the brief.
According to further details, the mobile food delivery marketplace is about to expand its services across the whole country where smaller cities are also included. To determine the best-fit media agency, a test case was issued within the brief as well.
On the request of Delivery Hero SE, the European multinational online food-delivery service that is its parent company, foodpanda Pakistan has strengthened its vertical integration to include dark stores, HomeChefs, Pandamart, warehouse as a service (WaaS), and cloud kitchens in Pakistan.
The hotel, restaurant, and cafe’s (HoReCa) industry are seeking online paths of customer acquisition amid coronavirus, this strategy helps foodpanda to further progress. Now is the stage when the latest business divisions of Foodpanda Pakistan have begun to reap their rewards.
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