MANILA, PHILIPPINES – For decades, Greenwich has been more than just a purveyor of some of the best pizza in the Philippines. The famous chain has successfully cultivated a deep, feel-good connection with its consumers, becoming synonymous with bringing people together. Greenwich is the go-to order not only for major milestones like graduations and birthdays, but also for simple, cherished moments, from casual movie nights to meaningful family bonding.
Today, the brand is in their “Sarap to Feel G” era, maintaining their goal in bringing people together over feel-good, delicious pizzas.
Further aligning with the brand’s core values, Greenwich recently launched the New Greenwich Flavor-Loaded Thins Pizza. This new offering allows fans to enjoy three of the brand’s best-selling flavors — All-In, Primo Pepperoni, and Hawaiian — for the affordable price of PHP 599.
This campaign was strategically launched in sync with the Grab FanFaves Awards 2025. The initiative proved to be a success, establishing the Flavor-Loaded Thins Trio as one of Greenwich’s best-selling SKUs nationwide and driving significant incremental sales.
Championing creative excellence
With its continued proven success, the campaign earned Greenwich the prestigious Best Creative FanFaves Campaign award at the Grab FanFaves 2025.
In an exclusive interview with adobo Magazine, Ali De Torres, Marketing Head at Greenwich, shared why the new Flavor Loaded Thins Pizza campaign resonated so strongly. He stated that the brand has always been centered on “feel good connections” and that the campaign is a powerful expression of their commitment to providing that experience for many Filipinos.
Ali, whose personal favorite among the trio is the All-In flavor, added, “We’re so proud of the work, because it allows people to come together over delicious, awesome pizza through life’s little big moments.”
Shifting the conversation: Fun over promos
Speaking of partnering with Grab, Ali highlighted that beyond vouchers and promo codes, the platform gave them a space that let them showcase what they’re truly about.
“Where Grab comes in quite beautifully is they are able to guide us on how to express it the best way possible on the platform – bringing in their technical knowledge about their platform and the certain ad placement that works best for the platform,” Ali explained.
In terms of consumer behavior following the launch, Ali noted a significant shift in the conversation. While acknowledging that promotions and vouchers are often essentials in the current market, he observed less discussion centered on discounts and more focus on “the fun of having pizza” itself.
Ali emphasized the fundamental appeal of their core product: “Pizza is such a fun dish to have. There’s a little bit more of that again and we’re so excited to keep on the course with Grab, and talk more about ‘Sarap to Feel G’ in the next few months and years,” he added.
A strategic launch with star power
The main star of the new campaign are the delicious pizza offerings which Ali described as a “story about flavors.”
“It comes with crispy, soft crust, smoked ham, premium pepperoni, and in many ways, we feel like it’s such a premium experience for pizza, but it still comes in accessible prices. It’s the easiest and the most accessible way to come into Greenwich, and maybe even pizza in general,” Ali described.
As for how Grab chose Greenwich’s campaign as the Best Creative FanFaves winner, Kristopher Mauricio, Head of Marketing Deliveries at Grab, explained that the brand nailed their execution by combining “engaging 360-degree media with a clever use of Key Opinion Leaders (KOLs).”
“By banking on the popularity of the PBB trend and securing housemate Esnyr as a KOL, they successfully promoted a barkada-perfect pizza SKU with an angle highly relevant to their FanFaves concept,” Kristopher explained.
The introduction of this latest trio was supported by a campaign earlier this year featuring popular Pinoy Big Brother artists as endorsers, including Esnyr, Wil Ashley, and Bianca De Vera, as well as Gen Z heartthrob Donny Pangilinan.
Kristopher also noted that Greenwich’s winning formula became effective as it drove both awareness and great customer buzz.
Prioritizing the fans or ‘barkadas’
The FanFave season is always an exciting time for the team. However, even after securing the coveted Best Creative FanFaves Campaign award, Ali stressed that the focus remains less on the awards and winning trophies, and more on how they can maximize their service for their loyal fans.
“I think that’s what we’re excited about, and I’m happy about this year’s FanFaves. It was such a great reminder to go back to the heart of the fans and match it to the heart of the brand,” Ali said.
Ultimately, Ali and the Greenwich team expressed gratitude for the recognition, viewing the award as validation that they are on the right trajectory. He shared that this win serves as a reminder to his team that real growth stems from understanding what consumers value and what they are asking from the brand.
A future of ‘Feel G’ connections
Regarding the future of their campaigns, Ali reiterated their main core value: sparking meaningful connections. They intend to continue this focus in a way that remains relevant not only to Gen Z today, but also to generations that follow.
“It’s going to be about figuring out how we keep putting superior-tasting, delicious, and indulgent pizzas out there that are truly accessible to every Filipino, and being at the center of ‘Feel G’ connections. We’re so excited to keep doing that for the next many, many years,” Ali concluded.
The success of the campaign validates Greenwich’s fan-centric strategy. As Ali noted, this win confirms that prioritizing genuine “feel good connections” over transactional promotions is the true path to growth.
By redirecting the consumer conversation from discounts back to the simple joy and fun of having pizza, the brand cemented its position as the ultimate go-to for shared moments.
Greenwich is committed to preserving its legacy as the heart of Filipino gatherings and little big moments. They cemented their position as the ultimate go-to for shared moments. This dedication ensures the brand remains focused on its core mission: delivering not just accessible indulgence, but the genuine “Sarap to Feel G” experience for generations to come.
