MANILA, PHILIPPINES – There’s a reason why Ligo Philippines, the Filipino-owned company that built its name through selling sardines, has gotten so much engagement on social media. That’s because they’ve been so quick to ride on political and social issues, while injecting a unique Filipino kind of sense of humor that has actually worked quite well for the brand. Witty and sassy, their tweets may seem brazen and bold but has mostly gotten laughs from their growing social media following.
One of their initial social media posts as enhanced community quarantine measures were enacted was about not needing “special powers” to open their cans. For context, at the time, there was a debate in the Philippines on whether or not the executive branch of the government should be given special powers in lieu of rapidly increasing coronavirus cases.
FUN FACT: Our products are made with easy open lids for your convenience! #LigoSardines pic.twitter.com/0KYRsaKJ8Z
Sponsor— Ligo Sardines (@LigoSardinesPH) March 23, 2020
And yes, they also made a post about social distancing, getting the brand a slew of positive comments and meme-worthy reactions.
PSA: Please practice social distancing!
By the way, have you tried our Ligo Sardines Gata Style? 🥥🥥 pic.twitter.com/GHtjN1xbAs
— Ligo Sardines (@LigoSardinesPH) March 25, 2020
And as issues over defective donated testing kits rose in Spain and the Philippines, they also had something to say:
FUN FACT: We produce thousands of cans daily, and finding a sub-standard product once in a while is not unusual. So we regularly conduct mass quality testing to reduce the risk of delivering such products.
Quality Testing is important.
Quality Testing is necessary. #LigoLove pic.twitter.com/fZ3B0dF80n— Ligo Sardines (@LigoSardinesPH) March 30, 2020
And as the country waited for updates on the breakdown of the national government’s plans and budget allocations for COVID-19 containment, they too had a breakdown to release, and it’s one that they’ve had no trouble sharing:
You know what's great about Nutrition Facts? Transparency!
Providing clear and detailed information leads to product trust.
So in case you were wondering, our #KakaibangAnghang Ligo Sardines with Sriracha is in fact made with authentic Sriracha sauce!#LigoLove pic.twitter.com/xx3vUVKqCB
— Ligo Sardines (@LigoSardinesPH) April 2, 2020
The brand has acquired a soft spot in the hearts of creatives. For one thing, they aren’t afraid to use unusual or self-deprecating humor, satire, and sarcasm:
Due to popular demand, we’re releasing a special edition Ligo Sardines in Green Tea variant for a limited time only.
We're kidding. Just spreading some love and laughter this #AprilFools. But don't worry, we'll continue to serve the tea in the safety of your own home. ❤️ pic.twitter.com/5IDxhbeokt
— Ligo Sardines (@LigoSardinesPH) April 1, 2020
If you're feeling extra hot, self-quarantine po muna tayo for 14 days.#LigoLove pic.twitter.com/TGBgMaIvim
— Ligo Sardines (@LigoSardinesPH) March 28, 2020
And as creatives learn to love the brand, the brand has also shown some love for creatives by allowing them to share their own take on their campaigns, especially as they chose to reallocate their advertising funds to COVID-19 relief efforts.
We've been receiving numerous messages from people wanting to show their #LigoLove and support as we reallocate our advertising budget towards those who need it more…
— Ligo Sardines (@LigoSardinesPH) March 26, 2020
We've also received inquires from people wanting to use some of our assets. Here is the Drive link that anyone is free to use: https://t.co/Q6h3KwYlK0
— Ligo Sardines (@LigoSardinesPH) March 26, 2020
Here's @SuperSarit's amazing Ligo Sardines with Calamansi and Ligo Sardines Sriracha ad! ❤️#LigoLove #AsimSarap #KakaibangAnghang pic.twitter.com/hUtWtsamDW
— Ligo Sardines (@LigoSardinesPH) March 26, 2020
We want to celebrate the work of these people by posting them here. All credits go to the original creator. We're merely showcasing their amazing work. ❤️ #LigoLove
— Ligo Sardines (@LigoSardinesPH) March 26, 2020
And although the brand has been posting humor and jokes on social media, rest assured that they have been taking the global pandemic quite seriously.
Thanks to Face Shields for Frontliners and Angkas, we were able to distribute our first batch of face shields. ❤️
If you wish to support Face Shields for Frontliners, please visit their Instagram page!❤️ #LigoLove pic.twitter.com/4gnKjfNN0l
— Ligo Sardines (@LigoSardinesPH) March 28, 2020
With regards to reallocating their advertising funds for relief and aid operations, this is what they had to say:
“We will work hard to provide for you in times that you need us most,” says Ligo Vice President for Advertising and Promotion Macky Tung. “We pledge to deliver food and supplies, including our classic products, to the most affected families and communities; provide relief and assistance to health workers and other front liners; and equip them with Personal Protective Equipment. We will coordinate with Local Government Units to ensure orderly distribution.”
“This is just the beginning of our bayanihan. We know that as one nation, one family, we will persevere and see better days,” adds Tung.
See their full statement below:
