Sponsored Article
Client: GrabFood Thailand × Coconuts Media | Industry: Food Delivery
GrabFood Thailand partnered with Coconuts Media to boost awareness of their exclusive restaurant partners and support their regional expansion across Thailand. As Senior Brand Editor of the publisher’s in-house studio, I led the content strategy and execution for a native article that would both meet the client’s marketing goals and resonate with our audience.
The challenge
GrabFood wanted to highlight its growing network of high-quality restaurant partners in Bangkok and newly launched cities—without sounding like a sales pitch. The brand needed a campaign that would feel organic to readers and fit seamlessly into Coconuts Media’s editorial ecosystem. At the same time, the content needed to drive traffic, engagement, and visibility in target markets.
While the client had a list of restaurant partners they wanted to feature, they relied on us to craft a concept, tone, and format that would meet their goals while staying true to Coconuts’ voice. We also advised them on strategic media placement within our network, identifying Singapore and Thailand as the best-fit markets for their campaign goals.
My approach
Working from the client’s creative brief, I pitched a playful, listicle-style article concept that would spotlight crave-worthy dishes from GrabFood’s partner restaurants in a way that felt fun, visual, and highly shareable. I handled all copywriting, from ideation to publication, ensuring the article:
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Blended GrabFood’s brand tone with Coconuts’ irreverent editorial voice—serving up hot takes and fried chicken in equal measure
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Highlighted restaurant partners in both established and newly launched cities to align with the app’s regional rollout
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Used local slang, punchy headlines, and mouthwatering imagery to hook readers and drive engagement
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Positioned GrabFood as the go-to app for discovering must-try eats across Thailand
To maximize reach and align with the brand’s target audience, we crossposted the article on both Coconuts Bangkok and Coconuts Singapore—two of our strongest-performing markets for food content, and key geographies in Grab’s regional marketing strategy.
The result
A highly clickable, on-brand piece of sponsored content that hit the sweet spot between editorial entertainment and brand storytelling. The final article delivered visibility in high-priority markets, created real value for readers through curated food recommendations, and helped strengthen GrabFood’s positioning as a tastemaker in the food delivery space.
