Grilled pork skewers or “Pork BBQ” as Filipinos call it, is accessible everywhere in the country with many street vendors and fast-food restaurants offering it at cheap prices. However, Filipinos perceive Pork BBQ merely as a convenient choice - enough to fill their tummies regardless of its subpar quality in taste and tenderness. They’ve gotten so used to this experience not knowing there could be something better.
With that in mind, the campaign had an ultimate goal: to shift the perception of Filipinos on the grilled pork skewer experience by making Mang Inasal Pork BBQ the standard for truly delicious grilled pork skewers with its Juicy-Lambot Sarap (Juicy-Tender Deliciousness).
Coming up with its own grilled pork skewers was not an easy challenge for Mang Inasal given how this is already accessible to many Filipinos. It’s as if everywhere you look, be it in the streets or other restaurants, grilled skewers are readily available. That makes standing out in this highly saturated category a tough battle to win for the brand.
However, the high accessibility of grilled pork skewers has lowered the perception of Filipinos on the dish - downgrading it to just another convenient way to satisfy their hunger. Being widely regarded as cheap “street food”, Filipinos tolerate and shrug off inconsistencies in tenderness and taste.
And that allowed Mang Inasal to excite and pique its consumers’ interest. Being known as the "grill expert" amongst all fast-food restaurants in the Philippines, Mang Inasal was confident it could offer more than just another Pork BBQ.
The new product was supported by a campaign to shift the mindset of Filipinos about grilled pork skewers - elevating their experience with the dish.The brand established its Mang Inasal Pork BBQ as the standard with its trifecta of perfection: juicy, lambot (tender), and sarap (delicious). The product’s accessibility was also highlighted by its affordable price of 99 PHP - complete with rice, special vinegar sauce, and two sticks of grilled pork skewers.
A series of strategic executions drove awareness and impressive growth to the product in just a span of four months.
With an objective to drive awareness and excitement for the Mang Inasal Pork BBQ, the campaign had strategic executions that resulted in impressive growth in just four months.
The campaign kicked off with intriguing posts from highly influential social media personalities, hinting to their followers that they have finally discovered grilled skewers that are juicy, lambot (tender), and sarap (delicious).
As the word got out and curiosity started to brew, top publishers in the country picked up the news. After generating a lot of noise, it was revealed that the grilled pork skewers everyone has been raving about was none other than the Mang Inasal Pork BBQ.
Through a mouthwatering key visual, the campaign was officially launched. This was immediately followed by the airing of a digital film that dramatized the ill effects of eating Pork BBQ with subpar quality in a hilarious and memorable way!
Ads were also strategically placed out-of-home to capture the attention of craving passersby.
On digital, the launch was amplified by partnerships with various macro and micro influencers who demonstrated how effortless it was to bite into the product. Their content drove talkability about the Juicy-Lambot Sarap of Mang Inasal Pork BBQ.
In-store, the menu boards were revamped to showcase the sought-after Mang Inasal Pork BBQ that drove customer trials.
The campaign was then sustained with continued conversations online through partner KOLs and even positive organic consumer feedback.
From 3.8 million to 6 million sticks sold in just four months (vs same period last year). Grilled pork skewers were once just a ubiquitous product, now it's a standard meal all thanks to the overachieving success of Mang Inasal’s Juicy-Lambot Sarap Pork BBQ campaign.
The campaign ran from August to November 2023, defying the odds of having numerous branded and unbranded competitors already saturating the market.
Mang Inasal Pork BBQ impressively exceeded its targets which is evident in their recorded Average Daily Sales growth of 98% and Average Daily Quantity Growth of 60% vs. the same period in 2022.
We also outperformed our total sales in the same period in 2022 with a massive 98% increase.
On the other hand, the success also saw an increase of 12% in Average Daily Transaction count vs. the same period in 2022 and Share of Business grew from 4% to 7%.
Overall, the Mang Inasal Juicy-Lambot Sarap Pork BBQ proved to be a powerhouse campaign after the brand recorded a whopping 172% target achievement.
