Marketing In Asia, recently spoke with Jason Parke, General Manager, Deliveroo Singapore, one of the world’s leading food delivery companies, about their ‘Full Life’ campaign in partnership with local charities, including Food from the Heart (FFTH) in Singapore.
The ‘Full Life’ campaign aims to support communities in cities where Deliveroo operates by delivering food to those who face food insecurity. Deliveroo’s unique network of riders, restaurants, and grocers is used to make this happen. The campaign launched globally in 2020, and to date, it has delivered over 4 million meals globally.
With the campaign now live in ten international markets, customers can donate to local charities via the Deliveroo app, with all proceeds going to charities dedicated to fighting hunger and poverty. In Singapore, Deliveroo has partnered with various NGOs, including Food from the Heart, as part of this wider global campaign.
One of Deliveroo’s sustainable development goals is ‘Zero Hunger,’ in line with the United Nations Sustainable Development Agenda. Deliveroo and FFTH share a common mission to make a difference in the lives of the needy in Singapore.
We had a chance to ask Deliveroo some questions about their partnership with FFTH and their impact thus far.
The Expansion of the Full Life Campaign
Q: Can you elaborate on the Full Life campaign’s expansion and how Deliveroo plans to support its charity partners across the globe?
A: The ‘Full Life’ campaign is now live across 10 international markets and includes a network of international charity partners all fighting hunger and food insecurity. Customers across all 10 markets will be able to donate via the Deliveroo app, with all proceeds going to charities dedicated to fighting hunger and poverty.
The Partnership with Food from the Heart
Q: How did the partnership with Food from the Heart first begin, and what has been the impact of your collaboration so far?
A: Deliveroo’s partnership with FFTH has been running since 2020. Past collaborations focused on tackling food insecurity among children and families, with initiatives around contributions to philanthropic causes and community service. As part of this current campaign, customers in Singapore will be able to donate through the Deliveroo app via an option to round up their bills and donate to FFTH within the checkout page. With the first S$20,000 of the S$130,000 target to be matched by Deliveroo, total donations raised will go towards FFTH’s Community Food Pack programme, contributing over 43,000 meals to beneficiaries.
Alongside fundraising through the app, Deliveroo employees will also volunteer for the charity and commit to 100 hours of Community Food Pack distribution across various neighbourhoods islandwide in May.
Community Food Pack Programme
Q: Can you provide details on how the Community Food Pack programme works and how Deliveroo employees will be involved in the distribution process?
A: FFTH’s Community Food Pack programme comprises distributions of fresh fruit, eggs, and bread, as well as monthly food packs of non-perishable food items. Overall, the programme helps the less-fortunate put food on the table and offset their living expenses.
In supporting this meaningful cause, Deliveroo has committed to 100 hours of Community Food Pack distribution across various neighbourhoods islandwide in May. Deliveroo employees will be volunteering their time, delivering the Food Packs from FFTH’s warehouse to the beneficiaries’ houses across Singapore.
Round-up Donation Feature
Q: Have you noticed any changes in customer behavior since introducing the round-up donation feature in the Deliveroo app, and do you have any plans to expand this feature?
A: Since introducing the round-up donation feature in 2022, Deliveroo has been heartened by the response thus far. We thank our fantastic Deliveroo customers for their generosity and look forward to raising even more donations with this ongoing campaign, especially with our dollar matching initiative for the first S$20,000.
Ensuring transparency and impact measurement
Q: How does Deliveroo ensure that the donations raised go directly towards fighting hunger and poverty, and what metrics do you use to measure the impact of your charity partnerships?
A: All funds raised from our campaigns go directly to FFTH. Given the charity organisation’s long-standing experience of efficient distribution of food since 2003, we strongly align with FFTH’s well-organised programmes that cater to people in need across Singapore. As mentioned, we are glad to have raised S$200,000 for the charity across the last three years, catering meals to approximately 8,000 FFTH beneficiaries.
Commitment to Social Responsibility and Community Impact
Q: How does Deliveroo balance its commitment to supporting local communities and delivering food with its business goals and profitability?
A: As we continue offering a plethora of food delivery choices and convenience for our customers, we also remain committed to giving back to those in need in the communities we serve in. In doing so, we are rallying greater donation support from our customers by expanding our partnership with FFTH to contribute an additional 43,000 meals to beneficiaries through this current campaign.
Aside from our campaigns with FFTH, we have also been actively organising Ramadan initiatives that seek to create positive impacts over the past years. On this, we have recently collaborated with Darul Makmur Mosque in the past month to reach over 250 mosque-goers each week across four weeks by distributing meals for the breaking of fast onsite the mosque.
On top of our core business as a food delivery platform, we are regularly looking for new ways to be a force for good and give back to the communities that we work in, and are grateful for the opportunities that have allowed us to do so thus far.
Steps to address food insecurity
Q: In light of the recent inflation rates and rising food prices, what steps is Deliveroo taking to address food insecurity and support those most affected by these challenges?
A: With prices continuing to skyrocket, food insecurity is becoming an increasing concern among the less fortunate in Singapore. That is why we are extremely glad to expand our partnership with FFTH in furthering our fight for food security here in Singapore and beyond. We remain committed to alleviating food insecurity and world hunger through our Full Life campaign, and will continuously seek the collaboration of more like-minded partners to achieve this goal.
Also read: Deliveroo Further Support Its Restaurant Partners With “Reunion Soon?”
Deliveroo’s ‘Full Life’ campaign is a great initiative that demonstrates the company’s commitment to making a positive difference in the communities it serves. By leveraging its unique network of restaurants, grocers, and riders, Deliveroo is able to provide much-needed support to charities dedicated to fighting hunger and poverty. We hope that other companies will follow Deliveroo’s lead and take proactive steps to support their local communities in meaningful ways.
