GrabFood and Publicis JimenezBasic explore the language of food in new campaign

What happens when you come home to a town that only speaks in food? This is what Publicis JimenezBasic Philippines explored with GrabFood in their latest campaign that left everyone hungry for more.

The leading on-demand deliveries platform and the renowned creatives agency tapped into a key insight: Filipinos deeply value the variety and richness in their food choices, with selections and preferences differing significantly across cities and regions. This led to the launch of the reality-bending campaign “Food Speak”.

Grab Philippines Country Marketing Head J-anne Aruta, said: “The culinary landscape of any city — shaped by food innovators and entrepreneurs — defines the gastronomic culture that citizens and tourists get to enjoy. And as we bring GrabFood to more cities across the country, we enrich the experience of Filipino foodies by giving them access to a wider base of exciting food concepts, enabling them to better understand and appreciate their city’s very own taste palate.

“This campaign is our tribute to the unique food landscapes in each of the cities we are in — demonstrating how determined we are to connect more people to a broader spectrum of flavors they need and deserve to try.”

“When you get the chance to let creativity loose on a campaign especially with a brand like Grab that’s well-known for pushing the envelope, you can’t help but jump on that chance,” says PJB Group Creative Director Mike dela Cuesta, on inventing a new food language that became the talk of the town in the film and in real life.

“When you find an insight that fits so seamlessly with the product, the idea seems to write itself,” added Paw Berroya, PJB Creative Director. “Food as a language was such a rich space that we kept on discovering new ways to spin the idea as we went along crafting the campaign.”

The directions of where to take the idea kept coming– from the cryptic teasers across the brand’s social media platforms to regional radio DJs delivering segments in Food Speak, and even in-app, consumers experienced the Sari-saring Sarap available in GrabFood.

The exciting brief, rich and deep insight, and willingness to go the extra mile from the brand team and agency ultimately paid off — resulting in a campaign focused on the ethos of the brand and the promise it has for consumers.

“It was definitely a team effort trying to balance how far we could go while still being relatable to our market. And we have the brand team to thank for working with us in bringing out the best in the idea” shared Dan Ramos, Associate Creative Director.

“It was a result of pushing each other further with the work while zeroing in on our commitment to our consumers of giving them an easy access to a dynamic community of merchants that make their foodie experience extra special and colorful. said Kristopher Mauricio, Head of Deliveries Marketing“We are glad to work with a creative partner that takes the brief and strategically elevates it without losing its spirit.”

Credits
Client: GrabFood
Country Marketing Head: J-Anne Aruta
Head of Marketing, GrabFood and GrabMart: Kristopher Mauricio
Assistant Marketing Manager: Wenzel De Guzman
Senior Marketing Associate: Gab Ramos
Art Directors: Vincent Quilop, Lovette Bartolome
Agency: Publicis JimenezBasic
Head of Agency; Chief Creative Agencies Officer: Tats Cruz
Executive Creative Director: Trixie Diyco
Chief Strategy Officer: CJ Jimenez
Head of Account Management: Katie Santos
Group Creative Director: Mike Dela Cuesta
Creative Director: Paw Berroya
Associate Creative Directors: Dan Ramos, OJ Desuasido
Senior Art Director: Patty Tan
Junior Copywriter: JC Mendiola
Junior Art Director: Leanne Angulo
Client Services Director: Janina Mendoza
Account Supervisor: Plinky Corbilla
Senior Brand Planner: Nicole Bugayong
Brand Planner: Kim Gravata
Production: Film Pabrika
Director: Joel Limchoc
Line Producer: Lei Villena
Executive Producer: Anafe Manuel
Production Manager: Mel De Vera
Production Designer: Debbie Singson
Caster: Ana Gonzales
Audio: Hit Productions
Arranger: Arnold Buena
Sound Engineer: Tara Lim Voice
Caster: Lea Lardizabal
Producer: Jem Lim and Allea River of Just Add Water