NutriAsia Inc., one of the leading food companies in the Philippines, recently celebrated another year of groundbreaking marketing innovation at its second annual Husay Awards. The awards showcased a diverse portfolio of impactful campaigns from its beloved brands, underscoring the company’s commitment to best-in-class execution and delivering strong business results.
“We created the Husay Awards to celebrate the people behind our brands, the individuals and teams whose passion and talent bring our brands to life,” said James D. Lim, Senior Group Category Head for Corporate Marketing & Communications. “These awards celebrate not just the outcomes, but the shared journey and collaborative spirit that drives our success.”
The “Cong x Chicken” campaign for Mang Tomas emerged as the night’s standout winner, sweeping multiple categories. It earned the highly coveted Campaign of the Year award and Best Tactical Campaign, Best Multimedia Campaign (Gold), Best Digital Execution, and Best KOL Activation. This multi-platform campaign cleverly utilized humor and enlisted top social media influencers like Cong TV to connect with a younger demographic, significantly increasing sales and boosting brand engagement.
Featuring Korean heartthrob Kim Seon-Ho, UFC Fun Chow’s vibrant “K-sarap Talaga” campaign captured the Silver award for Best Multimedia Campaign and Campaign of the Year. The campaign introduced Fun Chow’s new line of Korean-inspired rice mixes, featuring the authentic flavors of Beef Bulgogi, Bibimbap, and Kimchi. The campaign resonated strongly with consumers by tapping into the immense popularity of Korean cuisine and culture in the Philippines and leveraging Kim Seon-Ho’s star power, significantly increasing social media engagement and sales.
UFC Fun Chow also received the Innovation of the Year award for introducing these unique Korean-inspired flavors, complete with real meat and vegetables, elevating Filipino families’ everyday fried rice experience. This innovative product offering, combined with the strategic use of a beloved Korean celebrity, solidified Fun Chow’s position as a trendsetter in the market.
Meanwhile, Datu Puti’s “Give Paksiw a Second Chance” campaign secured Best Equity Campaign and the Bronze award for Campaign of the Year. This campaign repositioned paksiw, a traditional Filipino dish, for a younger audience, driving a resurgence in its popularity and a notable increase in Datu Puti sales.
“The level of creativity and strategic thinking displayed in this year’s Husay Awards was exceptional. These campaigns demonstrate our commitment to pushing boundaries and delivering innovative marketing solutions that resonate with consumers,” added Lim.
Beyond the individual campaign successes, the Husay Awards also recognized key partners and individuals who contributed significantly to NutriAsia’s marketing endeavors. Wunderman Philippines was honored as Partner of the Year, acknowledging their collaborative efforts and strategic insights. Joana Lagurin received the prestigious Marketer of the Year award for her outstanding leadership and contributions to the marketing success of Mang Tomas. Finally, Mang Tomas was awarded Brand of the Year, reflecting its consistent excellence in marketing execution and brand building.
The Husay Awards celebrate the past year’s achievements and serve as a springboard for future Innovation at NutriAsia. The company remains committed to investing in its talent, pushing creative boundaries, and developing innovative marketing strategies that resonate with Filipino consumers. With a continued focus on excellence and collaboration, NutriAsia is poised for even greater success in the years to come.
