Grab PH taps Big Brother housemates to lead 'The last summer hurrah'

In a bid to extend the summer mindset and stay top-of-mind with Gen Z and Millennials, Grab Philippines has tapped former Pinoy Big Brother: Celebrity Edition housemates Josh Ford and Ashley Ortega to front “The last summer hurrah,” its seasonal campaign blending mobility and food discovery.

The move forms part of GrabCar Travel Guide and GrabFood 5-Star Eats - two lifestyle-driven offerings built to inject spontaneity and indulgence into urban routines. Ford’s everyman charm and curious spirit align with the campaign’s ethos: live in the moment, embrace the unexpected - and order katsudon while you’re at it.

“For me, of course, I’m a growing boy, so I like to eat a lot,” Ford said, as quoted by ABS-CBN. “So, I love ordering katsudon, Japanese lovers. I’ve never been to Japan, but their food is amazing... and, of course, I can’t leave out milk tea. I’m a big milk tea fan, milkshake fan.”

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Ford joins co-housemate Ortega in “The last summer hurrah,” a promotional series encouraging young Filipinos to turn everyday cravings and commutes into full-blown lifestyle moments. Ortega, speaking to the same theme, added, “As a girl who lives in a condo, I always order beef and rice. My favourite is gyudon… and, of course, coffee. I love ordering coffee.”

The curated experience isn’t just flavour-focused. GrabCar Travel Guide aims to demystify spontaneous city escapes, organising destinations into lifestyle-driven categories - from thrill trips and caffeine corners to staycation hotspots. For a market used to hyper-convenience and short attention spans, this UI-level curation feels especially relevant.

What’s notable from a brand-building standpoint is the emphasis on MSMEs within GrabFood 5-Star Eats. These aren’t just top-rated vendors - they’re community-rooted businesses gaining wider exposure via app curation. It positions Grab as a conduit for cultural discovery and economic empowerment.

The use of Ford and Ortega also reinforces the strategy of local relevance with reality TV cachet. Both personalities mirror the current youth energy post-lockdown: a blend of pent-up wanderlust, content-friendly cravings, and social media-ready spontaneity.

“I just want to go to the beach with my loved ones,” Ortega shared. Ford was more wistful, hinting at distance and longing: “My dream summer day is, of course, to be in the Philippines with my family kasi they’re all in the UK. Grabe, na-mimiss ko na yung mga beach trip namin (I really miss our beach trips).”

Grab Philippines has also extended its reach to travellers in Boracay through Grab Dine Out, a new feature offering curated dining recommendations and discounts at local restaurants. To help bring this to life, the company tapped actor Emilio Daez, another Big Brother contestant.

The initiative aims to support smaller food businesses on the island by driving foot traffic and visibility, giving them a platform to stand out in a tourist-heavy market often dominated by mainstream choices.

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