Myanmar · Brand & Creative Communications
GrabFood: Standing Out in the Delivery Wars
Grab appointed Ruder Finn Era as its integrated communications agency in Myanmar with responsibility for GrabFood's social media presence. In a crowded delivery market, the team built campaigns around brand values and audience pain points, with brand ambassador Sai Sai, achieving 5.3 million organic impressions and 1.8 million post engagements.
The challenge
Food delivery in Myanmar had become a fierce contest between four or five players, each constantly launching deals and promotions. Promotion-led feeds all look the same, and GrabFood risked being one more voice in the social clutter.
As Grab's integrated communications agency, Ruder Finn Era needed a strategy that let GrabFood stand out and be noticed, without abandoning the offers that drive orders.
Our solution
Promotions and deals stayed in the plan, but the strategy focused on the elements that could showcase GrabFood's brand values. The team created fun, attractive campaigns built around the audience's real pain points, from the stay-at-home period to rainy season, so that GrabFood appeared as the answer to a moment rather than as a coupon.
Content with brand ambassador Sai Sai gave the page a recognisable personality, while KOL partnerships and creative development kept the feed fresh across the retainer.
The results
- Client
- Grab
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative
- Sector
- Technology, Food and beverage
- Engagement
- Retainer
