Campaign details
Brand: GrabBrand owner: GrabEntrant company: Grab - The PhilippinesIdea creation: In houseMarket: AsiaSector: Transport & tourismMedia channels: Sales promotionBudget: No budget
Executive summary
How did one bowl of lugaw (“porridge”) move the entire nation to defend Grab from the government?
A GrabFood rider was filmed being detained by a local government official. This quickly trended online on March 31, 2021 because the rider was delivering lugaw past curfew hours which according to lockdown rules, exempted the delivery of essential goods and services....