Alpenliebe and Swiggy Launch ‘Sweetest City Challenge’ to Encourage Kindness Towards Delivery Partners
Alpenliebe and Swiggy have launched the Sweetest City Challenge across 20 cities to encourage customers to show appreciation and kindness towards delivery partners during everyday interactions.
SociapaHQ
Perfetti Van Melle’s confectionery brand Alpenliebe has partnered with Swiggy to roll out the Sweetest City Challenge, a nationwide campaign that encourages consumers to be a little more grateful and kind to delivery partners in their day-to-day interactions.
The campaign will be launched in 20 cities including Mumbai, Pune, Bengaluru, Kolkata, Chennai and Delhi, to drive deeper engagement between customers and delivery personnel.
The survey is part of the initiative, which surveyed nearly 28,000 delivery partners across the country, based on insights from Alpenliebe's India's Sweetness Report. The findings reveal that in close to two out of five deliveries, delivery partners rated customer interactions as below average, and in one out of four deliveries, there was no basic greeting or acknowledgement from customers at all.
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Everyday Kindness:
The campaign uses these findings to encourage people to do simple things like saying hello to delivery partners, having a quick chat and thanking them for what they do.
Commenting on the initiative, Gunjan Khetan, Director of Marketing at Perfetti Van Melle India, said, “At Alpenliebe, we believe brands have the power to go beyond products and become catalysts for change. The Sweetest City Challenge, in partnership with Swiggy, reflects our belief that meaningful conversations bring people together, inspire thoughtful actions and create moments that matter.”
Swiggy said the campaign aligns with its efforts to improve the everyday experiences of delivery partners who play a critical role in the company’s operations.
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Komal Arora, Drivers and Delivery Organisation, Swiggy Food Marketplace, said, “Delivery partners are a key pillar of our business. We believe that creating more moments of joy for those who interact with our customers every minute will positively impact their overall experience. Whether it is a simple smile, a heartfelt thank you or engaging in a short conversation, it is these small gestures that can make an ordinary day much more memorable for our partners.”
She said the collaboration is aimed at celebrating positive interactions but also recognising the contribution delivery partners make to enable convenience for millions of consumers every day.
