Delicato
For Filipinos, food is an experience. Increasingly, Filipinos are growing more adventurous and quality-conscious when it comes to food, balancing convenience with taste.
Delicato is a premium sausage brand hailing from Singapore, and breaking into the Philippine market opens up an opportunity to introduce something familiar, but exciting and elevated.
Objective-Aligned / Insight-Aware
Being new to the Philippine market, Delicato is uniquely positioned to reframe what is essentially a staple in Filipino kitchens. The challenge was how to inspire the market to try something different from their usual fare. By leveraging insight into Filipino consumption culture—a preference for the visual and the influence of authentic word-of-mouth reviews—OI developed an integrated campaign to introduce Delicato to Filipino foodies.
Outcome-Oriented / Informed by Evidence
The Filipino consumer is everywhere: on their phones, with their friends, on the ground. Raising awareness for Delicato means bringing Delicato to where they are. Building on this insight, OI implemented an integrated campaign that maximized a mix of social media ads, influencer and media events that brought together tastemakers and key opinion leaders, and in-store initiatives that met consumers where they are.
On-Point / Impact-Driven
For a product this good, awareness is just the beginning. The campaign delivered a strong boost for Delicato among Filipino consumers, especially on social media. Its strong performance has grown consumer interest, in turn prompting more retailers to carry Delicato in their distribution channels and expanding the brand's reach.
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