The fast-food giant’s back-to-back wins at the Marketing Excellence Awards–Philippines and the Asia Pacific Tambuli Awards highlight its growing reputation for marketing effectiveness, creative innovation, and socially impactful campaigns—executed in collaboration with partner agencies Leo Manila, OMD Philippines, Eggshell Worldwide, Silverpush, and Wagawin.
By the numbers
2 major award shows dominated: MEA–Philippines and Asia Pacific Tambuli Awards.
20+ metals hauled in across Gold, Silver, Bronze, and Grand Prix categories.
5+ partner agencies credited in McDonald’s collaborations.
1 standout campaign, “ReClassified,” which won across both award shows.
The big picture
McDonald’s Philippines’ sweep underscores how purpose-driven campaigns paired with creative storytelling can set brands apart in a crowded market.
At the Marketing Excellence Awards–Philippines, McDonald’s clinched Marketer of the Year, alongside 10 metals spanning experiential, CSR, AI-powered storytelling, integrated marketing, and more.
At the Asia Pacific Tambuli Awards, McDonald’s bagged Advertiser of the Year and Company of the Year, with “ReClassified” alone taking home four awards, including a Grand Prix.
McDonald’s Assistant VP for corporate relations and impact Adi Hernandez was also named Corporate Communications Officer of the Year, further cementing the brand’s people-first approach.
Between the lines
The recognition is more than a string of trophies—it reflects how McDonald’s has leaned on local insight, social relevance, and innovative use of technology to connect with Filipino audiences.
Sustainability lens: “ReClassified” transforms decommissioned restaurant furniture into chairs and tables for public schools.
Cultural resonance: “Atin ‘To Chicken McDo,” featuring SB19, tapped into fandom and national pride.
Tech-driven storytelling: Campaigns like “Holiday Treats” and “Conversational Campaign” used AI and data-driven tools to boost customer engagement.
Community spirit: “Ride the Arches” reimagined McDonald’s stores as biking hubs, integrating health, lifestyle, and brand visibility.
What they’re saying
Adi Hernandez, McDonald’s PH corporate relations and impact AVP, said, “It is a great honor for us to receive multiple recognitions from prestigious award-giving bodies. But more than the metals and industry recognition, what we strive for is to deliver feel-good moments for our customers, and make a positive impact in the communities we serve.”
She added: “These awards are a testament to what we value and how we get the job done through partnership and collaboration between the McDonald’s team, our agencies, and media partners.”
Campaign spotlight — MEA Philippines
“M Everywhere” – Gold, Experiential Marketing; Silver, Social Media Marketing. A playful campaign hiding the Golden Arches in everyday places.
“ReClassified” – Gold, CSR/Cause Marketing. Repurposed restaurant furniture into school equipment.
“Atin ‘To Chicken McDo” – Silver, AI-Powered Storytelling. Featuring SB19 and AI-enabled creative execution.
“Forever Date” – Silver, TV/Video Advertising. A heartfelt Valentine’s film about enduring love.
“Ride the Arches” – Double Silver for integrated marketing and audience-specific outreach.
“Conversational Campaign” – Silver and Bronze for omnichannel and data-driven marketing.
“Holiday Treats” – Bronze, AI-Powered Storytelling.
Campaign spotlight — Tambuli Awards
“ReClassified” – Grand Prix (Corporate Purpose: Environment), plus Gold and two Silvers across advocacy and education categories.
“Easy Maging Best Me” – Bronze, supporting employee growth and well-being.
Agency recognition – Leo Manila, McDonald’s longtime partner, was named Agency of the Year.
The bottom line
By balancing marketing effectiveness with social responsibility, the QSR giant shows that in today’s competitive environment, brands win big when they put purpose and creativity at the heart of strategy. —Ed: Corrie S.Narisma
