Mang Inasal’s innovative campaign bags silver at PANAta Awards

Back: Shiena Bassig; Front (L-R): Michael Dumaual, Paygee Palmos, Andrea Bañares, Mizyl Mendoza, Aileen Ricasata-Natividad.

Mang Inasal Philippines, Inc. (Mang Inasal) marks another milestone with its first PANAta Marketing Effectiveness Awards victory. The brand’s 2-in-1 sa Laki, Nuot sa Ihaw Sarap campaign for its flagship Chicken Inasal bagged a Silver under the Integrated Program for Brand category.

The campaign sought to increase penetration, particularly among those who are not regular consumers of the brand’s famed Chicken Inasal. The combined ATL (above-the-line) and BTL (below-the-line) efforts, which featured actress and Mang Inasal endorser Angel Locsin, resulted in outstanding business results — a double-digit increase in the Chicken Inasal’s sales revenue. As a result, the campaign strengthened Mang Inasal’s foothold as the number one Pinoy branded eat-out, based on a 2015 Kantar panel report.

“This recognition reaffirms the resounding success of our Chicken Inasal campaign, and we could not be any prouder,” Mang Inasal Philippines Marketing Head Aileen Ricasata-Natividad said. “Mang Inasal has been steadily, and successfully, penetrating the QSR industry with superior taste and customer service, and we look forward to being able to strengthen our market position.”

The PANAta Awards is an annual recognition program organized by the Philippine Association of National ADvertisers (PANA), a leading association of the country’s top advertisers. The PANAta Awards recognizes “effective communication materials” and “organizations that effectively wield the power of communications to build business.” According to its official website, PANA advocates “Beyond Truth in Advertising” — a call for advertisers to create products and campaigns that will affect a genuine and lasting difference in society.

DDB Philippines is Mang Inasal’s official agency partner. The campaign is one of 39 winners from this year’s 71 entries.