New GIGIL Philippines campaign shows that GrabMart is the same as grocery stores

Since the launch of GrabMart, Grab has faced challenges in the Philippines convincing consumers to try it over traditional grocery shopping—mainly due to doubts around pricing and product quality.

To address this, GIGIL Philippines created a campaign that leaned into humor and relatability with a series of films that featured the classic sitcom dynamic of a Filipino mom and her son who likes to annoy her. The son humorously delays completing his errands by repeatedly asking whether to buy items from the grocery or GrabMart—highlighting that there’s really no difference between the two.

Agency: GIGIL
Chief Creative Officer: Badong Abesamis
Chief Creative Officer: Herbert Hernandez
Managing Partner: Jake Yrastorza
Group Account Director: Micco Balana
Associate Account Director: Adel Clemente
Account Manager: Bea De Vera
Account Manager: Lily Chavez
Account Executive: Charm Tan
Associate Creative Director: Greggy Gregorio
Copywriter: Marius Talampas
Copywriter: Raphe Ramirez
Copywriter: Aaron Gabao
Copywriter: Sam Mateo
Freelance Copywriter: Alexio Tabafunda
Freelance Copywriter: Joma Labayen
Head of Art: Ronchris Cosme
Art Director: Ynna Milambiling
Art Director: Riz Guico
Art Intern: Ally Diaz
Senior Planner: Nanais Hernandez
Junior Planner: Phyllis Ong
Producer: Jeigh Santarina
Production Team: Arcade
Director: Andrei Julitan

Client: Grab Philippines
Assistant Marketing Manager, Deliveries: Mikaela Aquino
Head of Marketing, Deliveries: Kristopher Mauricio
Country Marketing Head: J-Anne Aruta