Fishermen Integrated Singapore unleashes new campaign for Grab’s Grandmother of All Sales

Fishermen Integrated Singapore has launched the Grandmother of All Sales creative campaign to kick off Grab’s annual year-end mega sale.

Adam Miranda, co-founder and executive creative director of Fishermen Singapore, said with so much food and great deals being offered, this year’s campaign needed to be ‘grander’ than usual.

Miranda added: “When conceptualising the idea, we thought of that one person in our lives who just wants to make sure we are always well fed. And that person is none other than our grandmothers, who in true Singaporean ways show their love by constantly feeding and indulging us.”

Through the character of a larger-than-life endearing Singaporean grandmother, the Grandmother of All Sales aims to keep Grab’s wide variety of affordable food and grocery options top-of-mind for its users by highlighting the extensive number of deals on the platform, as well as its recently launched GrabUnlimited subscription pack.

The campaign kicked off with a movie trailer-esque video directed by Darrel Hyon-Lè and the Directors Think Tank production team, to bring out the ‘grandness’ of the campaign. Other touchpoints include a digital video wall at Dhoby Ghaut, out-of-home displays for bus stops and MRT platform screen doors, and in-app deliverables.

Fishermen Group, brand director and co-founder, Joyce Gan, said: “We wanted to create a big impact, especially with the digital video wall, to build awareness on the fantastic deals available through the mega sale. Eating is a favourite pastime for many of us, and with Grab Singapore’s mega deals on GrabFood and GrabMart, we can all eat more, eat more, eat more and save more!”

The Grandmother of All Sales ends on 21 November 2022.