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GrabMart: Chicken, Tricks, Birthday
Since the launch of GrabMart, Grab has faced challenges convincing consumers to try it over traditional grocery shopping—mainly due to doubts around pricing and product quality. To address this, Grab 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.
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