GrabFood Foodspeak

BACKGROUND
Filipinos love food. This love for food extends to food delivery services, where two names compete for a spot in Filipinos’ stomachs: GRABFOOD VS. FOODPANDA In the provinces though, foodpanda was the popular choice, since they were there first. How could GrabFood shake people’s habit of automatically ordering via foodpanda and get them to order from the 24,000 food choices available through GrabFood?

EXECUTION
Introducing FoodSpeak, GrabFood’s delicious new language. With its menu of 24,000 food options, GrabFood createda language made entirely of food items. And got the internet talking when one day, the brand started speaking food.The brand then released a film showing the effect of 24,000 food options, on a provincial town.

RESULTS
People all over the nation embraced FoodSpeak via social media. And through hourly promos, they were able to taste the food they spoke of. Even foodpanda users weighed in on their new favorites. People ate up all of the brand’s online efforts. Proving that food is a universal language everyone can speak and order via GrabFood.