Grab: Magically turn your kids’ doodles into food orders

GrabFood, a food delivery service, launched an AI feature on its app in Vietnam that identified children's drawings of their food cravings and suggested local restaurants where that particular dish was available for immediate delivery.

Campaign details

Brand: Grab (GrabFood) Agency: Mindshare Vietnam Region: APAC

Strategy

Objective

"Covid-19 was killing independent local restaurants, GrabFood's core supplier base."

Vietnam has been lauded globally for its decisive and strict pandemic response at the start of the Covid-19 pandemic, one of the first countries in the world to implement strict movement control when the rest of the region (and the world) were still

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