Grab: Homegrown Heroes

Food delivery brand GrabFood revamped its app to support thousands of vulnerable small businesses in Southeast Asia and reverse negative perceptions around its service.

Campaign details

Brand: GrabBrand owner: GrabLead agency: GrabContributing agencies: 72andSunny, Kingdom DigitalMarket: Indonesia,Myanmar,Malaysia,Philippines,Thailand,VietnamIndustries: Mobile & apps, Social mediaMedia channels: Restaurants & takeawaysBudget: Up to 500k

Executive summary

Remember all those neighbourhood food stalls that shut down recently? No one can. There are just too many.

Food delivery service GrabFood's business depended on such small local businesses. As the pandemic severely affected these businesses, their frustration turned towards Grab, which was blamed for low sales and high commissions.

Grab had to reverse not just its negative...

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