COVID-19 severely impacted local restaurants in Myanmar, that had to close their doors for dine-in and rely mainly on food delivery.
GrabFood wanted to lend some support to Yangon’s neighbourhood favourites and help them ride out this difficult period. Under the Support Local Heroes Grab regional campaign, the brand fully sponsored 20% discounts for food delivery orders for a selected list of 100 small local restaurants and hawkers.
A communications campaign was needed to promote the initiative and encourage users to order from small local favorites via GrabFood food delivery app.
We created “The heart of our neighborhoods” a creative campaign that recognised the role of small hawkers in Yangonites’ lives and all the memories they contributed to in an emotional and touching way.
Through a social media video, we showcased the personal stories and faces of those struggling little local merchants and what food delivery meant to them during difficult times, while reflecting how different things would be without them in our city.
We also created social content, engaged several earned foodie influencers and Facebook communities to spark conversation and support the cause by sharing memories at their favorite hawkers while enjoying their GrabFood orders.
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