Local roasted chicken brand highlights value of hard work in new campaign

Chooks-to-Go is highlighting the importance of hard work through its latest campaign—its first for 2018. The home-grown roasted chicken brand has made sure its ‘Sarap ng Pagsisikap’ campaign would relate to its own journey to success as a business.

The brand began in 2007 as a small player in the country’s competitive roasted chicken industry. Chooks-to-Go has since emerged as a market leader, thanks to hard work and dedication its people invested in less than a decade. The campaign aims to honor as well as empower more Filipinos so they could embody the same spirit of hard work and determination.

“Our brand’s story can be likened to a story of a common Filipino,” said Bounty Agro Ventures, Inc. President and General Manager Ronald Mascariñas. Bounty Agro is the company behind Chooks-to-Go.

‘Sarap ng Pagsisikap’
“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 we put into it and that there is no greater reward than seeing the family together,” Mascariñas added.

To kick off ‘Sarap ng Pagsisikap,’ the company produced and launched an emotional video featuring several overseas Filipino workers (OFWs) who are considered as today’s heroes and embodiment of what hard work really is.

 

Campaign video
“A story of an OFW is something that is very close to home,” Mascariñas explained. “Filipinos are naturally family-oriented. 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 story.”

Watch the story of three OFWs here—DenDen Sevilla, who works as a home assistant in Saudi Arabia; Leo Poliquit, a warehouse assistant in Dubai, U.A.E.; and Nene Tongol, a home assistant in Hong Kong.