GrabMart turns a Filipino expression into a cartwheeling campaign for 24/7 convenience

GrabMart has tapped into a uniquely Filipino expression to highlight the convenience of its 24/7 delivery service, launching a campaign that turns the phrase "Pa'no ko 'to ita-tambling!?" (How am I supposed to pull this off?) into the centrepiece of a high-energy brand film.

Created by GIGIL for Grab Philippines, the campaign draws on a common colloquialism used when several urgent problems emerge at once. Derived from the English word "tumbling", the phrase refers to the figurative cartwheels someone would have to perform to accomplish what feels nearly impossible.

The campaign takes that expression literally.

The film follows a mother whose evening quickly spirals into a series of urgent family requests. Her son needs a poster board for a school requirement due the next day, her teenage daughter requires medicine for period cramps, and the family's dog has run out of food.

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As the demands pile up, she appears overwhelmed before realising that all the items can be ordered through GrabMart.

What follows is an exaggerated depiction of the lengths the platform will go to fulfil urgent needs. A Grab rider cartwheels across the city to complete the order, awkwardly navigating pedestrians, spinning in place while waiting at a red light, accidentally cracking an egg snack, and leaping over a street game along the way.

The creative execution uses humour and physical comedy to dramatise the service's promise of convenience, positioning GrabMart as a solution for last-minute and unexpected needs regardless of the time of day.

According to campaign results shared by the agency, the film generated more than 45 million views and over 2.8 million engagements.

The business impact extended beyond awareness metrics. Despite the campaign running during a period that included both a payday weekend and Mother's Day weekend, completed orders increased by 4.25%.

By taking a familiar expression and transforming it into a visual narrative, GrabMart sought to make its round-the-clock delivery proposition more relatable to Filipino consumers.

The campaign was developed by GIGIL, with creative leadership from Herbert Hernandez and Badong Abesamis. Production was handled by Katok Production, with Kiran Koshy directing the film, while Kerplunk! Studios oversaw audio production.

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