GrabFood’s Mega Sale is our biggest sale of the year with massive discounts and superdeals. However, there are plenty of other sales happening during the year end and therefore the objective was to make our Mega Sale rise above the noise of all the other year end sales.

GrabFood’s Mega Sale will get you to keep eating more. Just like any typical Singaporean grandmother. In order to emphasize how massive the sale was, we needed to create not just the mother of all sales, but something bigger. Larger. Grander. The Grandmother of All Sales.

The Mega Sale targets males and females from 25 to 45 years old that are currently either office workers or freelancers. Their income level should be 4,000 SGD and above and often order in to eat either in the office or at home, along with having cravings for good food. Through understanding the habits of our target audience, we learnt that the way to catch their attention is in the digital platforms.

The launch date of the campaign was on 1 Nov 2022 as certain deliverables went live, mainly the ones on the digital platforms such as Instagram, Facebook, TikTok, Spotify and in-app. Following that, the rest of the deliverables started showing on bus stops and train stations like the Dhoby Ghaut DOOH that stretches across the travelator.

We achieved a total of 233 thousand clicks, 14 millions video views and 56 million impressions. There was also a 20% increase in basket size for participating merchants, 10% increase in GrabFood Average Order Value for participating merchants, 2X in-app conversion than previous Mega-sale and 7% increase in unique transacting users.