Grab: Never miss a meal 3.0

Grab, a food delivery service, launched a campaign to repurpose the power of the brand as a force for good to serve those most urgently in need in Vietnam.

Campaign details

Brand: GRABAgency: GRABRegion: APAC

Campaign video

Strategy

Objective

For almost 3 months (July - September 2021) in Ho Chi Minh city then Ha Noi, Vietnamese government enforced a strict social distancing like no others:

  • ALL schools & offices: shut
  • ALL transport halted: no taxis, ride-hailing, buses allowed
  • Food: zero dine in, zero takeaway, all restaurant forced to close kitchens
  • Groceries/retail: closed or restricted to only pre-approved supermarkets
  • Supplies logistics/deliveries: inter-district deliveries banned, leaving many outer neighborhoods cut off from vital supplies

In Q3 2021, more than 28 millions people (above 15 Y.O) were...

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