Mang Inasal honored with 8 Araw Values Awards for exceptional digital work

by Cook Magazine · February 25, 2020

Camille Quiambao Cacapit, the Digital Brand Manager of Mang Inasal (second from right), receives the award for Bronze Araw Values Award under the Advocacy and Branded Communications – Love of Country and Respect for National Customs and Traditions. Alongside her are representatives from DDB Philippines as well as from the Araw Values Awards of the Advertising Foundation of the Philippines.

Mang Inasal, home of the leading branded grilled chicken, recently took home top plums in the prestigious 2019 Araw Values Awards.

Mang Inasal was recognized for its exceptional work on their Solb ang Pinoy, Gawad PiliPinoy, HoLEAFDay Araw ng Kalayaan, and Buwan ng Wika Pampilipit ng Dila campaigns.

“It has always been our desire at Mang Inasal to cultivate our rich Filipino culture and to promote positive Filipino values by reflecting them in our digital marketing campaigns”, says Camille Cacapit, Mang Inasal’s Digital Marketing Manager. “As a Filipino quick service restaurant with a nationwide presence, we aim to inculcate Filipino pride through our food, services and our distinct brand messaging.”

Mang Inasal’s Solb ang Pinoy, a digital video that celebrated unique Filipino craftsmanship and work ethics, won a Gold Araw Values Award under the Advocacy and Branded Communications – Love of Country and Respect for National Customs and Traditions category. The material featured two beloved Pinoy craftsmen – the barong maker and the banig weaver. The video garnered 8 million views, 100 thousand reactions, over 1,000 comments and 8,000 shares.

Meanwhile, two digital contents — the Independence Day and the Eid Mubarak Leaf posts — each received Silver in the Technical Awards Production Design category. The materials were cited for their creative use of banana leaves as a design element.

The Eid Mubarak Leaf post also bagged the Bronze Araw Values Award under the Advocacy and Branded Communications – Love of Country and Respect for National Customs and Traditions.

The video featuring Mang Inasal’s 2019 Gawad PiliPinoy awardee, Iloisa Romaraog-Diga, received a Bronze Araw Values Award under the Advocacy and Branded Communications – Respect and Care for Life and Dignity and Rights category.

The winning video showed how Session Groceries, the online portal Diga helped establish, has been providing Benguet farmers an alternative online distribution channel, enabling them to command better prices.

The Gawad PiliPinoy Session Groceries video also received two Bronze Technical Awards: one for Sound Design and another one for Cinematography.

Lastly, for the Buwan ng Wika Pampilipit Dila, Mang Inasal received another Bronze, again under the Love of Country and Respect for National Customs and Traditions. By creating challenging tongue twisters or “pampilipit dila” in Filipino, Mang Inasal challenged Filipinos on the street to test their skills. Utilizing a foreigner as host further fueled the fire for our kababayans to showcase their dormant Filipino skills. The 2018 video proved to be a hit – garnering over 4 million views, 74,000 reactions, over 1,000 comments, and 5,000 shares.

“We share these awards with DDB Philippines who have made all these digital initiatives possible. Indeed, these Araw Values Awards inspire us to continue developing and posting similarly themed contents,” Cacapit added.

The Araw Values Awards is a biennial event sponsored by the Ad Foundation. They aim to recognize advertising campaigns that uphold Filipino values based on the Ad Foundation’s ARAW cornerstone values — love of God, commitment to truth, honesty, and integrity; love of country and respect for national customs and traditions; reverence for family unit or marriage or responsible parenthood; respect and care for human life, dignity and the rights of all; respect for law and authority and the promotion of self- discipline; and concern for and preservation of the environment.