San Marino proudly takes home the Gold at the Marketing Excellence Awards 2025 Philippines, a recognition of outstanding creativity and impact in marketing.
San Marino Corned Tuna, a flagship brand of CDO Foodsphere Inc., has captured the Gold Award for Excellence in Marketing to a Specific Audience at the 2025 Marketing Excellence Awards (MEA). The honor recognizes the brand’s standout campaign that resonated deeply with Filipino consumers and delivered on its enduring promise of siksik, sarap, sulit.
Regarded as one of the region’s most prestigious marketing platforms, the MEA celebrates breakthrough campaigns that combine innovation, creativity, and measurable impact. Winning Gold cements San Marino Corned Tuna’s position as one of the region’s most trusted and beloved brands—a testament to the loyalty it has earned over the years.
The love you deserve
San Marino Corned Tuna brought this brand vision to life through its heartwarming campaign, The Love You Deserve. Anchored by the TV commercial Deserve featuring real-life celebrity couple Sarah Geronimo—popstar royalty—and Matteo Guidicelli—actor, host, producer, and entrepreneur—the campaign struck an emotional chord with audiences.
Their natural chemistry gave authenticity and warmth to the message:
“Sa love, ‘di puwede ang kulang.”
“For me, dapat ganun din sa tuna.”
“Ang deserve mo… San Marino Corned Tuna. Siksik. Sarap. At Sulit.”
The campaign highlighted a simple truth: just as people deserve real love, they also deserve real food—flavorful, satisfying, and made with care. It turned everyday meals into a symbol of love and value for Filipino families.
Sarah G and Matteo share The Love You Deserve with San Marino Corned Tuna.
A can full of commitment
Every can of San Marino Corned Tuna embodies the brand’s promise: less oil, more flavorful tuna, and uncompromised quality. This has made it a dependable choice in Filipino households seeking meals that are both delicious and worth every peso.
“San Marino Corned Tuna is about giving Filipino families a meal they can trust,” said Bernice Ilacad-Jalgalado, VP for Marketing of CDO Foodsphere Inc. “Winning Gold at MEA 2025 reflects the loyalty of the consumers we serve and our promise of ‘siksik, sarap, sulit’ in every can.”
Behind the gold
The award also recognizes the strong collaboration that powered the campaign’s success. CDO Foodsphere worked closely with its agency partners—NuWorks Interactive Labs, Inc. (lead agency, digital, PR strategy & counsel), InCircle (PR execution), and UM Philippines (media agency)—to ensure that every element of the campaign, from strategy to rollout, reflected a deep understanding of Filipino values and aspirations.
More than just marketing, the recognition affirms the brand’s focus on delivering product quality that consumers can truly see, taste, and experience. For San Marino Corned Tuna, siksik, sarap, sulit is not just a tagline—it’s a daily reality.
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