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Grab Celebrates Over 1,000 Of Malaysia’s Best Loved Restaurants With New GrabFood Signatures Programme

With food content dominating social feeds, the most successful content is food that entertains

Grab has collaborated with two-time Golden Kancil winner Fishermen Integrated and Google to celebrate the launch of Malaysia’s best loved restaurants on the new GrabFood Signatures programme. 

GrabFood Signatures is a specially curated list of restaurant-partners across various cuisines customers love. Some of the more notable GrabFood Signatures restaurants include Nandos, Texas Chicken, La Juiceria, Village Park Restaurant and more. 

The programme was launched through a series of under 30 second videos as pre-roll ads on YouTube and targeted viewers based on specific keywords.   

There are 19 ads in the series, each one specifically tailored to the video a user is searching for on YouTube. A variety of food related interests were identified using Google’s custom affinity audiences and custom intent targeting. These include Music, Movies, Games, Health, Fitness, Recipes, Nasi Lemak and Coffee.   

Andrew Tan, Fishermen’s Executive Creative Director, said the concept for the ad series centres around GrabFood Signatures as entertainers of people’s cravings. “We created and produced a show hosted by a GrabFood rider, starring some of GrabFood’s top sellers doing crazy acts on stage. Each performance ends with a call-to-action for viewers to entertain their food cravings with GrabFood Signatures. The idea is to have GrabFood Signatures entertain audiences with not just their show, but also with food.”  

Hassan Alsagoff, Grab Malaysia’s Country Marketing Head, said that the old model of disruptive advertising is rapidly becoming irrelevant. “Capturing audience attention is more difficult than ever as audiences become more empowered to control their viewing experience. With food content dominating social feeds, the most successful content is food that entertains.”

The GrabFood Signatures campaign runs till 31 December 2019. The ads can be viewed on Grab Malaysia’s YouTube channel.

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