GrabMart confronts grocery doubts with sitcom-style comedy

Grab has turned to comedy to address a lingering challenge: convincing consumers that shopping on GrabMart is just as good as heading to the grocery store.

In its latest campaign, the brand partnered with creative agency GIGIL to deliver a series of sitcom-style films featuring a classic Filipino mother-and-son dynamic.

In each spot, the son drags out his errand - asking repeatedly whether he should buy items from the store or from GrabMart - only to be met with his mother’s increasingly exasperated responses. The humour lands a clear message: there’s no real difference between the two.

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Titled Chicken, Tricks, and Birthday, the three-part film series was developed under the creative leadership of Badong Abesamis and Herbert Hernandez.

Since its launch, GrabMart has often had to contend with scepticism over pricing and product quality - two pillars of grocery shopping that Filipino households often take seriously.

The campaign doesn’t shy away from these doubts; instead, it leans into them with punchlines designed to mirror real-life interactions and shift perception through relatability.

With a tone reminiscent of old-school TV comedies, the films aim to create comfort and familiarity while reframing consumer hesitations as outdated or unfounded.

Grab’s on-demand grocery and essentials delivery service launched in the Philippines in 2020. Within just two months, it expanded its network of merchant-partners ninefold, reaching over 150 outlets in collaboration with leading supermarkets, convenience stores, and specialty retailers across Metro Manila.

GrabMart is available across eight Southeast Asian markets, including Singapore, Indonesia, Malaysia, Vietnam, Thailand, the Philippines, Myanmar, and Cambodia.

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