THE PHILIPPINES, NOVEMBER 2011: December 2011 marks the eighth birthday of chicken barbecue fast-food chain Mang Inasal, the Iloilo-born chain of chicken inasal restaurants serving Filipino favorites such as pork barbecue and sinigang. To celebrate its eighth anniversary, Mang Inasal’s Founder and Vice Chairman Edgar “Injap” Sia II commissioned Concepts & Beyond Advertising for “The More, The Many-er” campaign, which will have its big reveal on Friday, November 11.
“It will launch another of Mang Inasal’s trailblazing firsts,” said Adrian Eleazar, managing director of Concepts & Beyond.
The campaign has piqued interest since its October 11 launch with teaser ads on TV, billboard and print. Eleazar noted that award-winning film and TVC director Mark Meilly, who directed the ads, was instrumental in the TVCs’ creative execution.
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Is it 11 stores, an 11-piece meal or a P1.1 billion investment? The timing close to the Manny Pacquiao-Juan Manuel Marquez fight only fuels further speculation, showing that a simple, well-timed idea can drive engagement on various channels.
“The More, The Many-er” will run for another three months after the 11.11.11 reveal.
Mang Inasal is now part of the Jollibee Foods conglomerate and currently operates 418 stores as of late, with a target of 500 outlets by 2012.
CREDITS
TVC
Production Company: Concepts & Beyond
Production Designer: Edwin Garcia
Director: Mark Meily
Producer: Ellizer Adrian Eleazar, Dams Yu
Editor: Julo Quinto, Pietro Marchioni
DOP: Martin Jimenez
Music: Jessie Lasaten of Cuttingedge
Posters and Print Ads
Creative Director: Ellizer Adrian Eleazar
Art Director: Myk Villamayor
Copywriter: Ellizer Adrian Eleazar
Production Design: Edwin Garcia
Graphics: Ferdinand Moncawe, Geoffrey Tajonera
