41.8X ROAS for McDonald’s Chicken McCrispy launch

McDonald’s, a household brand across the globe, wanted to broaden awareness and purchase consideration for the launch of Chicken McCrispy in Singapore. So they partnered with GrabAds for a mobile-first approach to reach digitally savvy fast food lovers.

Maximum visibility with a full-funnel strategy

To engage a high volume of GrabFood users across the funnel and the Grab ecosystem, we leveraged a full suite of high-impact ads. This mix of ad formats at multiple points in a user’s journey allowed us to take them from awareness to consideration easily.


Digital breadcrumbs that led to cart

Leveraging insights from first-party GrabFood data, we also targeted the ads at McDonald’s existing consumers and fast food lovers. A quick-tap Category icon on the GrabFood home screen enabled seamless ordering, while GrabFood Rank Boosters targeted hungry users with the right keywords.

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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.