Investigation of the strategic construction of advertising campaign and its impact on brand love: A case study of foodpanda in myanmar

Abstract

This research examined the role of advertising campaigns in fostering brand love with a focus on FoodPanda's "Meal That Goes a Long Way" campaign in Myanmar. Using semiotic and critical discourse analysis, the study explored how cultural identity, emotional storytelling, and social responsibility were integrated into the campaign’s messaging and how these elements resonated deeply with consumers, creating strong emotional connections and brand loyalty in both short-term and long-term contexts. The findings revealed the critical importance of aligning advertising strategies with socio-political and cultural landscapes, particularly in challenging environments like Myanmar. This study explored key themes, including the portrayal of cultural identity, social class divisions, and the brand's role in supporting the community through semiotic codes and metaphors. It examined how these elements were crafted by key figures in the campaign and their impact on consumer perception. These portrayals played a crucial role in shaping consumer attitudes toward brands in a post-crisis context. For communication professionals, scholars, and policymakers, the insights provided actionable strategies for crafting campaigns that balance cultural relevance, empathy, and authenticity. Furthermore, the study highlighted advertising’s potential to inspire social change, and promote community resilience, offering a foundation for future research on advertising in complex socio-political contexts.