Grab Signatures' SugarBun RestoBag
5. Design Kancils [5.9 Product/Service Design (Eligible for Innovation)]
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Links:
Product/Service:
GrabFood Signatures
Client:
Grab
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.
