Myanmar · Brand & Creative Communications
GrabFood: Rainy Season and Chicken and Chill
For GrabFood's first rainy season in Myanmar, Ruder Finn Era created two campaigns built on a simple insight: when it rains, nobody wants to go out. A photoshoot of rainy-day laziness solved by delivery, and the KOL-led Chicken and Chill contest, generated 780,000 organic impressions at a 3 percent engagement rate.
The challenge
Food delivery in Myanmar runs on promotions: buy one get one, a percentage off, all year round on every platform. GrabFood wanted to make the most of its first rainy season, but another discount would disappear into the noise.
The question was how to make the season feel special, and profitable, for GrabFood by attracting consumers with something other than a price.
Our solution
The consumer insight was that rainy season makes people lazy and a little moody; they simply do not want to leave the house. Ruder Finn Era turned that mood into the campaign, organising a photoshoot with local talent that recreated familiar scenes of rainy-season laziness, each solved by a GrabFood delivery.
Alongside it the team launched GrabFood Chicken and Chill, a social contest led by KOLs that encouraged users to share their own lazy fried chicken moments at home, giving the season a participatory hook as well as a look.
The results
- Client
- Grab
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative, Influencer and KOL Marketing
- Sector
- Technology, Food and beverage
- Engagement
- Project
