FMCG Asia Awards Trophy
San Marino Corned Tuna, a flagship brand of CDO Foodsphere Inc., capped a banner year by clinching Product Campaign of the Year at the FMCG Asia Awards 2025, held in Singapore on November 18. The latest honor underscores the campaign’s ability to resonate beyond local borders, placing a distinctly Filipino brand narrative on a regional stage.
Organized by Retail Asia, the FMCG Asia Awards celebrate brands that push the boundaries of creativity, effectiveness, and innovation in fast-moving consumer goods.
For San Marino Corned Tuna, the win completes a rare awards trifecta for “The Love You Deserve,” following its Marketing Excellence Gold Award for Excellence in Marketing to a Specific Audience and a PANATA Bronze Award for Best Showcase for Brand Turnaround and Revitalization earlier in the year.
The recognition mirrors the campaign’s strong commercial impact. Data from Kantar Homepanel showed double-digit growth and market share expansion, with San Marino Corned Tuna outperforming the broader corned tuna category. The results reinforced the brand’s leadership position while translating renewed interest into actual purchase behavior.
San Marino Team accepting the FMCG Asia Award.
At the heart of the turnaround was a clear articulation of the brand’s core promise: siksik, sarap, sulit. By emphasizing generously packed tuna with less oil, rich flavor, and real value for money, the campaign paired tangible product benefits with emotionally grounded storytelling.
Featuring real-life couple Sarah Geronimo and Matteo Guidicelli, the narrative framed everyday meals as an expression of care, reinforcing the idea that Filipino families deserve nothing less than the best on their tables.
“We are incredibly grateful to receive multiple recognitions this year,” said Bernice Ilacad-Jalgalado, vice president for marketing. She noted that the awards go beyond trophies, reflecting the trust consumers place in the brand.
“We’re proud of the recognition, but even prouder of the people who inspire us to create campaigns like ‘The Love You Deserve,’ a celebration of love that is siksik, sarap, at sulit—the kind of love Filipino families truly deserve,” Ilacad added.
With its Product Campaign of the Year win, San Marino Corned Tuna further cements CDO Foodsphere’s reputation as a Filipino company capable of setting marketing benchmarks across Asia. The campaign’s success shows how purpose-driven storytelling, rooted in authentic product strengths, can deliver both commercial results and deeper consumer loyalty.
For the latest updates and milestones, San Marino Corned Tuna is on Facebook.