MANILA, PHILIPPINES – Since the launch of GrabMart, Grab has faced challenges convincing consumers to try it over traditional grocery shopping — mainly due to doubts around pricing and product quality.
To address this, Grab leaned into humor and relatability with a series of films that featured the classic sitcom dynamic of a Filipino mom and her son who likes to annoy her. The son humorously delays completing his errands by repeatedly asking whether to buy items from the grocery or GrabMart — highlighting that there’s really no difference between the two.
CREDITS:
Agency: GIGIL
Chief Creative Officer: Badong Abesamis
Chief Creative Officer: Herbert Hernandez
Managing Partner: Jake Yrastorza
Group Account Director: Micco Balana
Associate Account Director: Adel Clemente
Account Manager: Bea De Vera
Account Manager: Lily Chavez
Account Executive: Charm Tan
Associate Creative Director: Greggy Gregorio
Copywriter: Marius Talampas
Copywriter: Raphe Ramirez
Copywriter: Aaron Gabao
Copywriter: Sam Mateo
Freelance Copywriter: Alexio Tabafunda
Freelance Copywriter: Joma Labayen
Head of Art: Ronchris Cosme
Art Director: Ynna Milambiling
Art Director: Riz Guico
Art Intern: Ally Diaz
Senior Planner: Nanais Hernandez
Junior Planner: Phyllis Ong
Producer: Jeigh Santarina
Production Team: Arcade
Director: Andrei Julitan
Client: Grab Philippines
Assistant Marketing Manager, Deliveries: Mikaela Aquino
Head of Marketing, Deliveries: Kristopher Mauricio
Country Marketing Head: J-Anne Aruta
