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URCs Latest Noodle Sensation: Tickling the Pinoy Palate
November 05, 2012
PC&V recently launched a multimedia campaign for URC's Pancit ni Mang Juan, a new line of instant noodles with distinctly Filipino flavors: Adobo, Tinapa, and Barbecue. Instead of going with traditional Filipino themes, the agency decided to create hype by latching on to memorable one liners that defined the Filipino's funny and unique way of talking. This way, the ads were able to demonstrate the concept of local flavor while being current and hip.
The result? Targets were surpassed within the first month of airing. And consumer research results showed 99% purchase intent after viewing the ads.