foodpanda and GUT Asia unveil new brand platform ‘Make Life Delicious’
foodpanda has launched a new brand platform, ‘Make Life Delicious,’ in partnership with GUT Asia, celebrating how small, delicious moments can brighten everyday life. The campaign was created with acclaimed director Henry Scholfield, renowned for blending cinematic craft with humor and humanity.
Built around the insight that modern life is busy, unpredictable, and often overwhelming, Make Life Deliciousreframes foodpanda’s role beyond delivery. From meals to fresh groceries, the campaign positions the brand as a joyful intervention in moments of tension, chaos or fatigue.
At the heart of the campaign is Pau Pau, foodpanda’s iconic mascot, reimagined as an agent of joy on a mission to bring relief, colour, and flavour back into everyday moments. Across a series of five films, Pau-Pau shows up exactly when he’s needed most, turning tension into pleasure with a simple tap, whether that’s a comforting meal or a pantry restocked with groceries.
Supporting the films is a out-of-home rollout shot by Brazilian photographer Maltchique, translating Make Life Delicious into striking, human-led visuals that bring the campaign into the streets across the region.
“Life doesn’t always go to plan, and that’s exactly where foodpanda comes in.” says Selin Suzer, VP of Brand and Campaigns at Delivery Hero. “Make Life Delicious is about recognising those everyday moments when things feel a little hectic, and showing how something as simple as good food can change the mood instantly. It’s a very human idea, and one that reflects how people actually use foodpanda in real life.”
“We didn’t want to dramatise food, we wanted to dramatise life.” Said Carlos Camacho, Chief Creative Officer at GUT Asia. “We wanted to make a campaign about life being imperfect, and how foodpanda helps turn these moments around. Working with Henry and Maltchique allowed us to capture those small human truths with humour and heart, across both film and stills, which was essential to bringing this idea to life.”
Make Life Delicious will be going live across five markets in Asia: Singapore, Malaysia, Hong Kong, Taiwan and the Philippines.
Credits
Client: foodpanda APAC
VP of Brand and Campaigns (Delivery Hero): Selin Suzer
Brand Director (Delivery Hero): Kamer Buğu Öktem
Lead Campaign Manager (foodpanda): Patcha Rerkasem
Senior Campaign Manager (foodpanda): Jennita Sripunporn (Jamie)
Regional Creative Project Manager (foodpanda): Vii Nguyen
Creative Director (Delivery Hero): Constanza Pia Soria
Head of Creatives (foodpanda): Aurelija Gedraityte
Creative Brand Lead (foodpanda): Benjamin Tan
Agency: GUT
Chief Creative Officer: Carlos Camacho
Creative Director: Gus Sung
Senior Copywriter: Shanya Jiwachotkamjorn
Art Director: Sixin Wu
Executive Producer: Aldrin
Managing Director: Jessica Davey
Business Director: Jeannette Tan
Head of Strategy: Belynda Sim-Mak
Production
Production House: Great Guns
Executive Producers: Lucien Tyssendier
Producer: Tim Francis, Jamie Popham
Director: Henry Schofield
DOP: Benjamin Todd
1st AD: Mhong Ize
Production Designer: Thor
Photography
Photography Studio: Damn Good Advice
Photographer: Maltchique
Producer: Adriana Omodei
Post Production
Offline Editors: Mai Devahastin, Kong Rucharasevee
Post Production House: UPP
VFX Supervisor: Mario Dubec
Executive Producer: Stepan Kriz
Producer: Albert Otevřel
New Audio Producing Co: Bumblebeat
Musical Directors: Henrique Tanji, Lucas Sfair
Executive Producer: Luisa Hackett
Music Production: Leonardo Lima, Henrique Tanji, Lucas Sfair
Sound Design / Foley: Pedro Osinski
Audio: FVSE