Grab: Indie Eats

Jewelyn Oliveros, Gretchen Que, Janvier Bastian

Grab, the multi-purpose app, launched the Indie Eats programme in the Philippines as an initiative to address the needs of small food merchants on the platform while resonating with its target audience.

Campaign details

Brand: Grab Food Brand owner: Grab Entrant company: GrabIdea creation: In house Market: Asia (general region) Sector: Restaurants & takeaways Media channels: Social media, Online video, Word of mouth, Influencers, KOLs, Content marketingBudget: Up to 500k

Executive summary

The Indie Eats campaign was designed to drive visibility and credibility for smaller, bottom-50% food merchants on the Grab platform, providing them with the support they need to become known and to encourage consumers to try their delicious dishes. Through this programme, the smallest...

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