Insider Spotlight
Why it matters
As competition intensifies in the Philippine quick-service restaurant (QSR) space, brands that master relevance—not just reach—are winning share of attention.
Mang Inasal’s recent campaigns show how localized creativity and platform-native content can translate into measurable engagement and brand lift.
In that context, the brand recently earned validation at the 61st Anvil Awards, where it secured three Silver Anvil recognitions for marketing execution—underscoring the effectiveness of its approach.
The awards recognized Mang Inasal’s 4 Cheese Halo-Halo campaign for Best Use of Social Media, and its MI UNIVerse campaign for both Best Use of Partnerships and Best Use of Influencer Marketing.
Zoom in
The 4 Cheese Halo-Halo push leaned into social-native visuals and playful indulgence, tapping dessert culture to spark conversation online.
Meanwhile, MI UNIVerse positioned the brand within youth communities through partnerships and influencers, turning campus energy and creator authenticity into a scalable narrative.
“Mang Inasal has always believed in the power of authentic storytelling and community engagement. These Anvil Awards affirm our marketing approach—innovative, relevant, and deeply connected to our customers’ experiences,” Mike V. Castro, president of Mang Inasal, said in a press statement.
“We will continue to explore creative ways to bring our brand closer to Filipinos nationwide.”
Between the lines
The wins highlight a broader shift in QSR marketing—from broad-reach advertising to community-driven content ecosystems.
Mang Inasal’s focus on “Ihaw-Sarap” and “Unli-Saya” isn’t just brand language; it’s a content strategy designed to travel organically across feeds and fandoms.
The backdrop
The Anvil Awards, presented annually by the Public Relations Society of the Philippines, are widely regarded as the country’s top recognition for PR excellence—often dubbed the “Oscars” of local PR practice.
What’s next
With digital and PR teams working closely alongside agency partners, Mang Inasal appears set to extend these learnings into future launches—where menu innovation, creators, and communities intersect to drive growth in a crowded market. —Vanessa Hidalgo | Ed: Corrie S. Narisma
