GrabFood’s Internet Hawker Centre

As the pandemic hit, hawker centres in Singapore suffered from the restrictions imposed to mitigate the spread of the virus.

To avoid physical contact, dine-in at food and beverage establishments was not allowed or limited to take-away.

In this context, Grab wanted to support hawkers in their digital transformation and make GrabFood users aware of hawkers’ food on the platform.

Planning & Execution

  • To raise awareness, we created 3 different video perspectives to communicate how GrabFood was a win-win for all parties involved: Merchants, Customers and GrabFood delivery riders

  • We noticed that mobility around residential areas remained above baseline during Covid and served ads offline across 227 screens close to HDB housing estates and hawker centresz

  • Online, we targeted people across social channels, entertainment & news channels, streaming platforms and YouTube

  • To translate awareness efforts into an increase in sales we targeted existing active GrabFood users on Facebook as well as through app retargeting partner Remerge.

Effectiveness / Results

The Internet Hawker Centre campaign was a success. It was testament to the great results that can be achieved combining offline with online channels to deliver brand awareness.

It was an innovative campaign that truly touched the local Singaporean communities, at the heart of their HDB housing estates and hawker centres.

It supported food stall owners, kept Singaporean safe and optimized the rides of GrabFood drivers.

    65% increase in sales for hawker merchants
  • 4.5M offline views

  • 2.9M online reach

  • 35.7% View Through Rate

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The Campaign Asia-Pacific Team