Award: CAMPAIGN \ C19. FMCG

A sardines brand has no business generating ₱310.6 million in earned media. That is the point. Through a six-phase, 12-month PR-led campaign, the Philippines’ leading canned sardines brand was transformed from a price-driven commodity into a certified Superfood — debuting at Gulfood Dubai, securing the first-ever canned seafood “Superfood” certification from the Medical Wellness Association, and sustaining momentum through broadcast interviews, community activations across four provinces, and a “Year of the Sardine” declaration. Total reach exceeded 8.36 billion. Content localised across six Philippine languages ensured the story reached underserved communities, not just urban audiences. The campaign earned FMCG Asia Awards 2025 Brand Campaign of the Year and delivered double-digit sales growth.