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‘They’ve got the food, the goods, and now—they’ve got me’ — Loh Kean Yew is Grab Singapore’s first brand ambassador

The Independent logo The Independent 29/9/2022 Anna Maria Romero
© The Independent Singapore

Grab Singapore announced on Thursday (Sept 29) that it got a new ambassador, the country’s first-ever Badminton World Champion, Loh Kean Yew.

The athlete joined the company’s immersion program for a day, experiencing the life of a GrabFood delivery partner, where he’s whimsically referred to as “Singapore’s best calves.”

A video documenting the reactions, or in one case, the non-reaction of a few customers was documented in the video below.

Replay Video

In an Instagram post, Loh announced the partnership as well, writing: They’ve got the food, the goods, and now—they’ve got me. Excited to announce that I have joined the Grab Singapore family! @grab_sg

© The Independent Singapore

And when the company welcomed Loh in a comment, the athlete graciously thanked Grab.

© The Independent Singapore

Aside from his (temporary) stint as a GrabFood delivery guy, the company announced the following campaigns it will carry out in partnership with the badminton champ:

  • The Kean Yew Rally Instagram AR filter game and giveaway—participants can stand to win a badminton racket autographed by Loh
  • GrabFood Hot Deals—up to 40 per cent off of certain meals from 6th – 31st October
  • Exclusive Grab x Loh Kean Yew GrabGifts card design—fans of the athlete can soon receive e-vouchers with a limited edition Grab x Loh Kean Yew design

Yee Wee Tang, the Managing Director, of Grab Singapore, called Loh an inspiration for many Singaporeans.

“People look up to him and identify with him because he is authentic and works hard for his dreams despite the immense pressure faced by national athletes. His story of growth really captivated us at Grab. In many ways, Kean Yew’s journey as an athlete mirrors our own journey to becoming the leading superapp in Southeast Asia today.

On his part, the athlete said he is “extremely humbled to be named Grab Singapore’s first brand ambassador and work with a brand that reflects my values.”

“As I am always on the move, using the Grab app has become a big part of my daily life. I always look forward to browsing through the many food options on GrabFood especially when I have had a long day of training. It’s also really cool that I can still use the same app around Southeast Asia,” he added.

Elite badminton players from other countries commented on Loh’s IG post, teasing him about delivering GrabFood orders to them.

© The Independent Singapore © The Independent Singapore

© The Independent Singapore


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