The
Filipinos favorite home-grown roasted chicken brand Chooks-to-Go is introducing
this year’s new campaign that reinforces what Chooks-to-Go is— a brand whose
success is attributed to hard work.
The
new campaign, tagged as Sarap ng Pagsisikap, highlights and
compares the journey to success of Chooks-to-Go and a common Filipino.
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| Denden Sevilla has been an OFW in Saudi Arabia for three years. |
“Our brand’s story can be likened to a story
of a common Filipino. Despite the hardships and challenges, we always strive to
give the best to the consumers, just like a parent who moves heaven and earth
for his loved ones. With this campaign, we want to underscore that what makes
achievements and success more meaningful is the amount of hard work put in it
and that there is no greater reward than seeing the family together,” said
Bounty Agro Ventures, Inc. President and General Manager Ronald R. Mascariñas.
Chooks-to-Go
started as a small player in the roasted chicken industry. In less than a
decade, through hard work and dedication of the people behind it, the brand has
become the market leader and is now known nationwide as the litson manok that is masarap kahit walang sauce.
To
kick-off the campaign, Chooks-to-Go came up with a heart-warming video that features
overseas Filipino workers (OFWs), modern-day heroes and personification of hard
work.
“A
story of an OFW is something that is very close to home. Filipinos are
naturally family-oriented, and one doesn’t need to be an OFW or have a relative
who is an OFW to understand how they feel, especially during important
occasions. Their stories can be anybody’s stories,” said Mascariñas.
Chooks-to-Go
sifted through its Facebook page to look for loyal fans deserving of a simple
yet meaningful reunion with their families. The plan was they will surprise
their families, but they did not know that Chooks-to-Go, together with their
families, whipped up a surprise welcome back party for them.
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After three
years of being away from his family, Leo Poliquit (left), a warehouse assistant
in Dubai, unites with his family.
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Nene Tongol has
been working for 18 years in Hongkong as a domestic helper.
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The
brand chose three OFWs who have been away for a long time and haven’t spent
quality time with their families. They are DenDen Sevilla, a domestic helper in
Saudi; Leo Poliquit, a warehouse assistant in Dubai; and Nene Tongol, a
domestic helper in Hong Kong.
Since
Chooks-to-Go was launched in 2007, it has been a loyal brand to the Filipinos –
from being the ‘di basta-bastang ulam na
uwi to being the nag-iisang manok ng
bayan and lead backer of Gilas Pilipinas.
With
the launch of Sarap ng Pagsisikap, Chooks-to-Go hopes to honor and empower
more Filipinos who embody the same spirit of hard
work and determination.
