“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. 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.” ~Ronald R. Mascariñas, Bounty Agro Ventures, Inc. President and General Manager
After three years of being away from his family, Leo Poliquit (left), a warehouse assistant in Dubai, unites with his family.
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. 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.
Denden Sevilla has been an OFW in Saudi Arabia for three years.
The new campaign, tagged as Sarap ng Pagsisikap, highlights and compares the journey to success of Chooks-to-Go and a common Filipino. 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.
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.
Nene Tongol has been working for 18 years in Hongkong as a domestic helper.
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. 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.