Grab Signatures' SugarBun RestoBag

Agency

Fishermen Integrated

Client

Grab

Product/Service

GrabFood Signatures

Brief

SugarBun is a 45-year-old Bornean quick service restaurant with a cult following in East Malaysia, with die-hard fans willing to travel great distances and brave long queues to eat at their iconic restaurants.In 2024, how could GrabFood create buzz that SugarBun fans can finally order their favourite meals delivered exclusively with the convenience of Grab Signatures?

Solution

Grab Signatures’ SugarBun RestoBag. Delivering Borneo’s best loved restaurant to all.We realised every SugarBun fan would recognise a SugarBun restaurant, so we turned our iconic food delivery bags into one, and turned every GrabFood rider into a mobile billboard that no East Malaysian could ignore while creating a new owned-media platform for future Grab Signatures’ collaborations.Now, that’s one sweet ride.

Credit

Executive Creative Director: Andrew Tan & Adam Miranda
Creative Director: Andrew Perera
Creative Group Head: YK Tan
Senior Copywriter: Lucas Lau
Group Client Services Director: Joyce Gan
Associate Account Director: Dylan Cheong
Brand Manager: Marina Anwar