How Grab’s Indie Eats Campaign Highlights Filipino Culinary

Indie Eats lets foodies discover hidden Filipino flavors 

There’s just too much good food left unexplored on the streets; a quick stroll far from the busy business districts will prove that, as many unknown yet hearty eats level with the names of the more established restaurants. 

With very little attention given to these worthy eateries, Philippines’ leading delivery platform Grab has yet again dedicated its second year of Indie Eats campaign to the undiscovered flavors that these small and medium food enterprises warmly offer.  

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Starting strong in 2022, Grab’s Indie Eats now banners “Sarap na Lumalaban” as its official campaign slogan, drawing inspiration mainly from “Filipino mom-and-pop shops, community restos, and independent merchants” that people usually see outside the mainstream culinary industry. 

To date, the Indie Eats campaign now takes pride from thousands of new merchant-partners, all staunch in bringing an encompassing gastronomic experience for all the foodie out there. 

READ ALSO: How Grab Helped These Female-Led Businesses Grow 

Grab Indie Eats x Jilson Tiu campaign 

What better way to spread the word than to capture it in its very essence? This has been Grab’s vision in partnering with renowned street photographer Jilson Tiu. 

With Indie Eats x Jilson Tiu campaign, four small food businesses, Barls Snack Corner, Bebette’s Pancit Malabon, Dobles Pares, and Hungry Buns are “given an artistic uplift in capturing the art behind their kitchen innovations.” 

Dobles Pares featured in Grab Indie Eats
Dobles Pares’ Classic Beef Pares
IMAGE: Jilson Tiu

More than the benefit of making their product more mass appealing, they also get creative license to use the photos in the medium they choose to promote with. Such liberty is anchored strongly on hopes that these names, however disadvantaged in terms of name prominence, will reach wider Filipino admiration and support.

Bebette's Pancit Malabon and Beef Mechado featured in Grab Indie Eats
Bebette’s Pancit Malabon and Beef Mechado
IMAGE: Jilson Tiu

In line with the vision, Grab Philippines Senior Director for Deliveries Anton Bautista has this to say: “Grab takes pride in offering foodies the opportunity to discover hidden gems right in their backyard. Through this, we are giving this community of culinary movers the spotlight, enabling them to tap into a wider base.” 

“As we grow our Indie Eats program with more exciting food offerings for everyone, we will continue to leverage our platform to allow our network of highly engaged consumers to experience the wide variety of food that our merchants can provide,” he finishes.

READ ALSO: Food Trend Predictions: What’s Big In 2023 

Banner Art Dani Sison 

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