Royal: Sweet Celebration Surprise Taste Test

Nicole Marie Miller

Heritage spaghetti noodle brand, Royal, used online video to reboot its Sweet Celebration dish bundle for the Christmas Eve celebration market in the Philippines.

Campaign details

Brand: RoyalBrand owner: RFM CorporationLead agency: Ace Saatchi & SaatchiCountry: PhilippinesIndustries: Sauces, seasonings, condimentsMedia channels: Online video, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

Christmas in the Philippines is more than a time to celebrate; it's mum's special time to shine.

With the traditional Noche Buena (Christmas Eve) spread as their stage to impress, and spaghetti as its centrepiece, mums remain loyal to their regular pasta and sauce.

Heritage brand Royal used to be their top-of-mind spaghetti noodle, but with the market...

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