GrabFood rules the fried chicken game with big bites and influencer power

GrabFood, the food delivery arm of Grab, has taken a playful turn with its latest campaign, one that celebrates the irresistible crunch and satisfaction of biting into a juicy piece of fried chicken. Instead of going down the traditional promo-heavy route, the brand is tapping into the sensory power of a single bite and the influence of Malaysia’s vibrant creator community to spotlight its growing roster of chicken-serving restaurants.

The social-first video series, launched across Instagram and TikTok, features a mix of well-known content creators including Safwan Nazri (523k followers), Harris Annuar (908k), Farhan Mazlan (308k), and Abe Wee (303k).

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Each video, crafted in the creators’ own signature style, opens with tantalising close-ups of glistening chicken, followed by that all-important moment: a big, satisfying bite. For the spicy contenders, there’s even added drama as the influencers break into a sweat, but persevere to savour the flavour.

Restaurants featured include a mix of familiar fast-food favourites and local chicken heroes such as KFC, Marrybrown, Sugar Bun, Hotbird, KyoChon, Nando’s and Village Park. Each post is also tagged with GrabFood’s "Hot Deals" promo, which offers up to RM12 off selected chicken orders on the platform, giving viewers more than one reason to crave what they’re seeing on screen.

While it's not confirmed whether the campaign was timed to coincide with International Fried Chicken Day in early July, GrabFood is clearly riding on Malaysia’s ever-reliable love for fried chicken, and doing so by putting local content creators at the forefront. Whether nano or micro, influencers are the driving force behind the campaign’s strong visual storytelling and snackable format.

This isn’t GrabFood’s first foray into creator-led campaigns. Just last month, the brand teamed up with Fishermen Integrated and Accenture Song for a Subway campaign that turned the addition of the brand to its Grab Signatures lineup into a citywide scavenger hunt.

Miniature 6-inch Subway billboards were hidden in plain sight across high-traffic MRT stations such as Pasar Seni, Bukit Bintang, TRX, and Ampang Park, with influencers like Ikhmal Nour, J (@isawkwardguy), and Nurnisa Omar roped in to drive awareness and engagement on social.

Beyond lighthearted fun and flavour-driven content, Grab Malaysia has also leaned into more heartfelt storytelling. Earlier this year during Ramadan, Grab and creative agency Fishermen Integrated launched a deeply personal video series titled “Kebaikan dalam setiap pesanan” (The good in every order). The campaign brought real-life stories of Grab drivers and delivery-partners to the forefront, turning them into short films that reflected the resilience, kindness, and purpose that drive their work.

Rather than actors or voiceovers, Grab invited five of its own partners to direct and narrate their stories, offering an honest and emotional glimpse into how each delivery helps them move forward in life. “Kindness has a way of creating a ripple effect,” said Ko Li Ping, head of marketing at Grab Malaysia, on the spirit of the campaign. “We want to shine a light on the kindness within our communities and celebrate our driver and delivery-partners.”

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