Alpenliebe has partnered with Swiggy to launch the ‘Sweetest City Challenge’, a campaign aimed at encouraging customers to make delivery interactions warmer and more meaningful by acknowledging delivery partners with simple acts of kindness.
The initiative will be rolled out across more than 20 cities, including Pune, Mumbai, Bengaluru, Kolkata, Chennai and Delhi.
The campaign is based on insights from Alpenliebe’s India’s Sweetness Report, which surveyed around 28,000 delivery partners. According to the findings, customer interactions were rated below average in nearly two out of five deliveries, while one in four deliveries concluded without customers offering a greeting or acknowledgement.
Commenting on the campaign, Gunjan Khetan, Director of Marketing, Perfetti Van Melle India, said, “At Alpenliebe, we believe brands have the power to go beyond products and become the 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.”
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 added, “This is why we have joined hands with Alpenliebe for the Sweetest City Challenge, an initiative aimed at fostering better, more meaningful everyday interactions. This collaboration is designed not only to celebrate these special moments but also to reinforce the vital role delivery partners play in enabling everyday convenience for millions of consumers.”
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