San Marino Corned Tuna, a flagship product of CDO Foodsphere Inc., continued its award-winning streak, earning the Product Campaign of the Year award at the prestigious FMCG Asia Awards 2025 in Singapore last month.
Organized by Retail Asia, the FMCG Asia Awards recognize brands that deliver exceptional products, drive innovation, and create campaigns that set new benchmarks in effectiveness and creativity.
The regional recognition marked the third major industry accolade for “The Love You Deserve” campaign.
Earlier, the campaign earned the Marketing Excellence Gold Award for Excellence in Marketing to a Specific Audience and the PANATA Bronze Award for Best Showcase for Brand Turnaround and Revitalization, highlighting its strong local impact with regional appeal.
Beyond the accolades, the campaign delivered both strong creative recognition and tangible business results.
According to Kantar Homepanel, it drove double-digit growth and expanded market share, outperforming the corned tuna category and reinforcing the brand’s leadership.
This performance demonstrates how the campaign impacted the business while strengthening consumer trust and deepening brand preference across its target market.
San Marino Corned Tuna stood out for its remarkable brand turnaround, successfully turning consumer interest into actual purchases by leveraging its core promise of “siksik, sarap, sulit” (generously packed tuna meat in every can, flavors that satisfy, and true value-for-money).
The campaign skillfully combined functional benefits of having less oil, full-packed tuna, and rich flavor with emotional storytelling.
It featured real-life couple Sarah Geronimo and Matteo Guidicelli to show that Filipino families everywhere deserve the best in both life and the food they serve.
“We are incredibly grateful to receive multiple recognitions this year,” said Bernice Ilacad-Jalgalado, VP for Marketing.
“These awards are more than milestones. They remind us why we do what we do. We’re proud of the recognition, but even prouder of the trust our consumers give us. This is for them too, because they inspire us to create campaigns like ‘The Love You Deserve,’ honoring love that is siksik, sarap, sulit, is the kind of love Filipino families deserve,” Ilacad-Jalgalado added.
