Culture & Context — Use of Humour · Shortlisted Spikes Asia · 2026
GrabMart is an online grocery service housed in the Grab app. Since its launch, it has faced challenges convincing consumers to try it over traditional grocery shopping. This is mainly due to doubts around pricing and product quality, even though GrabMart actually offers the same price, quality, and promos available in offline grocery stores.
GrabMart offers the same price, quality, and savings as grocery stores. And yet, Grab has faced problems convincing doubtful consumers to try it over traditional grocery shopping.
Grab took inspiration from the typical Filipino mom's behavior of assigning the chore of doing groceries to her child.
It was combined with the sitcom-like dynamic of the child with his pet chicken, mischievously riling up the mom with questions. This created a repetitive yet entertaining joke that made the campaign message stick: that the grocery and GrabMart are the same.
