Grab: GrabFood – Hawker Centre Reimagined

Audrey Lean, Gillian Ang

Food delivery app, GrabFood, replicated the real-life hawker stall buying experience to drive brand preference during COVID-19 in Singapore.

Campaign details

Brand: GrabBrand owner: GrabLead agency: In-HouseContributing agency: In-HouseMarket: SingaporeSector: Restaurants & takeawaysMedia channels: Mobile & apps, Social mediaBudget: No budget

Executive summary

How did a food delivery platform increase AOV and brand preference, while helping out the hawker community, without spending a single cent?

By incorporating a highly localised insight – that only a brand born and bred in Southeast Asia could pick up on – into the product experience.

Read on to find out how GrabFood delivered these results by bringing the...

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