Chooks-to-Go, a home-grown roasted chicken
brand that captured the Filipino palate, is introducing this year a 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.
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“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.
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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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“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.
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.
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