Grab: Highlands Coffee treats after every Grab ride

Grab partnered with Highland Coffee to cross-sell each other's users in Vietnam to grow consumption among middle-class office workers and tap into an audience that they haven't already sold to.

Campaign details

Brand: GrabAgency: GrabRegion: APAC

Strategy

Objective

Often the growth challenge for already well-known / market-leading brands is where next: "Who else can we tap into that we haven't already sold to?"

Highland Coffee and Grab shared a similar growth conundrum: BOTH brands needed to grow consumption amongst middle-class office workers, HOWEVER, each brand (on its own) struggled to find a winning proposition to grow penetration.

Target Audience

CRM is certainly not new to either brand:

Highland Coffee regularly runs new user promotions with GrabFood, and CRM cross-sells its own users.

GrabFood runs year-round...

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