Myanmar · Brand & Creative Communications
Foodpanda: The Meal That Goes a Long Way
During Myanmar's COVID lockdowns and the violence that followed the military coup, Foodpanda asked Ruder Finn Era to create its first branded film since the crisis began. The Meal That Goes a Long Way told the story of riders, restaurants and customers supporting each other and reached more than 8.6 million views.
The challenge
In 2021 Myanmar faced COVID lockdowns and a military coup at the same time. Foodpanda's riders saw orders fall, restaurant owners watched profits vanish, and consumers were exhausted and anxious. The platform had quietly become a lifeline for all three groups.
No brand had run branded content since the coup, and the risk of striking the wrong tone was real. Foodpanda needed to tell its story in a way that was honest about the moment, useful to the people who depended on it and safe for the brand.
Our solution
Ruder Finn Era's strategy was to lead with the brand story rather than the service. Insights were gathered remotely from riders, restaurant owners, office staff and customers, and those conversations shaped an emotionally led creative idea: every order travels further than the meal itself, sustaining a rider's livelihood, a restaurant's survival and a customer's small moment of comfort.
The team developed the creative and produced the film, the first branded video online for the client since the coup, and released it as a piece of brand storytelling rather than a promotion, letting the audience carry it through shares and comments.
The results
The film became one of the most watched pieces of brand content in Myanmar that year and was recognised at regional PR awards in 2022.
- Client
- Foodpanda
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative
- Sector
- Food and beverage, Technology
- Engagement
- Project
