San Miguel Foods Inc.: When a brand rebuilds a nation

Magnolia Chicken, a fresh chicken brand, launched a campaign in the Philippines to support Filipinos during the Covid-19 pandemic and facilitate access to its products.

Campaign details

Brand: San Miguel Foods Inc.Brand owner: San Miguel CorporationEntrant company: The Huddle Room, MakatiIdea creation: The Huddle Room, Makati / San Miguel Brewery, Mandaluyong CityMarket: AsiaSector: Meat, poultry, fishMedia channels: Social mediaBudget: Up to 500k

Executive summary

When the covid pandemic happened in 2020, brands and products became a relief good. Relief good not only in the literal sense but brands also became a respite for many by providing hope, education about coping through a pandemic and even a sense of normalcy.

But...

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