CHALLENGE

"Small but incredible" food merchants are dishing out food of the highest quality but remain undiscovered. Their humnble promotion budgets make it difficult to keep with entrepreneurial giants. Totally on point, but missing the spotlight. Enter, Grab Food Indie Eats.

SOLUTION

We set out to illuminate these gems and put them in on platforms where they can be discovered. And who better help us to spread the word than the Gen Zs? Like our merchants, they're passionate and determined. But unlike our merchants, their presence is massive.

We disrupted their feeds with unexpected delights. We dropped Boogsh! Sarap bombs that resonated across multiple platforms. The Gen Zs showed mad love for our merchants and content and shared the buzz online. With over 2,000 Indie Eats experiencing positive growth, Grab Food Indie Eats turned the undiscovered into unexpected food discoveries Gen Zs can't stop talking about.

IMPACT

The campaign intercepted all the digital touchpoints that were relevant to Gen Zs, from Facebook to TikTok and even Tinder, garnering as much as 5.4M Reach and 20.5M Impressions.

Content from the partnerships with student organizations was a hit for Gen Zs with over 600 students joining the “Boogsh! Sarap” movement and generating more than 412,000 views on organic and KOL videos. This got Gen Zs so hooked that “Boosh! Sarap” made it to TikTok’s Trending Today. The best part? More than 2,000 GrabFood Indie Eats merchants experienced positive growth in deliveries during the three-month campaign period and experienced up to 13% increase in sales amounting to MILLIONS in sales, proving that GrabFood Indie Eats “Boogsh! Sarap” was a Boogsh! Success!