This article is brought to you by foodpanda.

Highlighting the universal excitement surrounding the first bite of food, foodpanda has launched its new campaign, The First Bite. 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, inviting viewers to focus on the food, facial expressions, and foodpanda’s 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, foodpanda’s Global Chief Marketing Officer.

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 highlights the countless flavour explosions that take place. The combination of these assets is to highlight the true excitement of the first bite, including how senses play a significant role.

“foodpanda is recognised as an on-demand delivery service that offers good food from favourite 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.