Reinvented sampling during the world’s longest lockdown

Alaska created their first ever chicken- and beef-flavoured evaporated creamers in the Philippines. Home cooks everywhere would love it, if they could just try it. 

But amid lockdowns, traditional channels of sampling became ineffective. So we needed a creative way to distribute 10,000 samples for consumers to taste the Alaska difference.

Rapid, digital-first distribution via GrabMart

To ramp up distribution quickly, we linked up Alaska with 8 GrabMart merchants and a combined total of 23 branches to become sample distribution points.


Drive opt-in for the free samples

Then, we built awareness with Native Image Ads, enticing consumers to opt-in for a free sample when they purchased from these GrabMart merchants. With this mobile-first strategy, we were able to deliver samples safely and conveniently into the hands of consumers and drive a strong trial experience for Alaska.  

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Komsan Chiyadis

GrabFood delivery-partner, Thailand

Komsan Chiyadis

GrabFood delivery-partner, Thailand

COVID-19 has dealt an unprecedented blow to the tourism industry, affecting the livelihoods of millions of workers. One of them was Komsan, an assistant chef in a luxury hotel based in the Srinakarin area.

As the number of tourists at the hotel plunged, he decided to sign up as a GrabFood delivery-partner to earn an alternative income. Soon after, the hotel ceased operations.

Komsan has viewed this change through an optimistic lens, calling it the perfect opportunity for him to embark on a fresh journey after his previous job. Aside from GrabFood deliveries, he now also picks up GrabExpress jobs. It can get tiring, having to shuttle between different locations, but Komsan finds it exciting. And mostly, he’s glad to get his income back on track.