Grab serves up Sanrio cuteness in latest Signatures push

Grab is betting on nostalgia and brand love to drive its latest marketing push, teaming up with Sanrio for an exclusive Grab Signatures giveaway featuring Hello Kitty, Kuromi and Cinnamoroll.

The campaign is part of Grab’s broader marketing and customer engagement strategy for 2025, combining exclusive co-branded merchandise with food discovery on the platform. The campaign aims to boost visibility for its Signatures merchants including crowd-favourites such as Wingstop, CHAGEE, Playmade and Don Don Donki while creating meaningful connections with users.

“Our collaboration with Sanrio is the perfect opportunity to delight our consumers while bringing more excitement to our Grab Signatures merchant-partners,” a Grab spokesperson told MARKETING-INTERACTIVE.

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“Sanrio’s iconic characters are beloved across generations and bring joy and excitement to fans," added the spokesperson. 

According to Grab, themed campaigns such as this are designed to not only engage consumers with memorable characters and merchandise but also help merchant-partners drive visibility and orders on the platform.

The Sanrio collaboration is positioned as a standalone activation, but Grab hinted at future opportunities with the brand to deliver collaborations that “excite and resonate” with its audience.

Similarly, the characters Hello Kitty, Kuromi and Cinnamoroll were chosen for their universal appeal and ability to spark excitement among users and merchants alike.

To amplify the campaign, Grab is activating OOH ads across Singapore, including Somerset MRT station, bus stops and lift lobbies.

Online, it is working with content partners such as SGAG and creators such as Zermatt Neo to drive buzz and exclusive giveaways. A Sanrio-themed takeover is also running within the Grab app to complete the experience.

Sanrio has remained a popular IP for collaborations and partnerships in recent years, with brands tapping into its enduring appeal to connect with consumers. In Singapore, Sanrio previously teamed up with Mount Faber Leisure Group for themed attractions and experiences.

The brand also ran its own regional out-of-home campaign to raise awareness about intellectual property rights and highlight the risks associated with counterfeit goods.

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