Grabfood: Tiktok Foodieland

Tran Anh Duc

GrabFood, a consumer services brand, launched a campaign in Vietnam to join hands with the government stimulus purchase power and stay differentiated from other players who may provide similar commercial deals.

Campaign details

Brand: Grab Food Brand owner: Grab Entrant company: MindshareIdea creation: Mindshare Ho Chi Minh City Market: Vietnam Sector: Restaurants & takeaways Media channels: Mobile & apps, Online video, Sales promotion, Gaming & in-game advertising Budget: Up to 500k

Executive summary

Experiencing the four consecutive COVID-19 hits, 2021’s year end is an assorted period which embodied both fear of the fifth outbreak and yet the one-last opportunity in a year to bounce back. That on-the-road-to-recovery moment was fiercely torn up across categories and...

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