Grab: TikTok foodieland

Grab, a food delivery service, differentiated the brand from its competition when COVID-19 restrictions were lifted in Vietnam.

Campaign details

Brand: Grab VietnamAgency: Mindshare VietnamRegion: APAC

Strategy

Objective

By experiencing four consecutives waves of Covid, the Vietnam economy observed the most profound decline in GDP since 2000, according to The General Statistics Office of Viet Nam report. While reinforcing the Covid-19 containment when Vietnam slowly opened, the government also encouraged enterprises to urge socio-economic recovery and promote consumption directives. Respectively, the boiling points drove the whole Online Food Delivery category to become fiercer with the rise of the promotion war, in which Grab's compass was far beyond promotion. The challenge for Grab was...

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