In a remarkable achievement for a Filipino food brand, Highlands Gold has clinched two prestigious industry awards within a single week, highlighting the success of its strategic brand refresh. The brand secured the GOLD for Best Rebranding Campaign at the 2025 Panata Awards and was named Campaign of the Year – Philippines at the 2025 FMCG Asia Awards in Singapore.
A Week of Prestigious Recognition
The Panata Awards, a leading marketing recognition body in the Philippines, honors campaigns that create meaningful impact and drive business performance. Highlands Gold's rebranding effort was celebrated for successfully revitalizing its identity and resonating with Filipino consumers.
On the regional stage, the FMCG Asia Awards recognized outstanding work in the fast-moving consumer goods sector. Winning Campaign of the Year – Philippines underscores the exceptional strategy and execution behind the Highlands Gold rollout, proving its strength beyond local markets.
The Strategy Behind the Successful Campaign
The award-winning campaign was built on a simple, authentic message centered on its made-with-Angus-beef quality. This core truth was transformed into a narrative of discovery and modern mealtime experiences through a two-phase approach.
The first phase featured a chef-hosted food tasting event, where food and lifestyle creators shared their genuine first reactions to Highlands Gold in various dishes. This sparked organic curiosity and conversation online.
A second, stylized brunch gathering followed, where both returning and new creators demonstrated how the product fits seamlessly into contemporary meals and shared moments. This strategic move helped shift consumer perception of Highlands Gold from a premium treat to an everyday staple.
Collaborative Effort and Measurable Results
The campaign's success was fueled by strong partnerships. Lead communications agency Seven A.D. shaped the brand's refreshed voice and visual identity. Media partners UM Philippines and Spark Foundry executed the phased rollout at scale, ensuring synergy across digital, television, and in-store touchpoints.
Bernice Ilacad-Jalgalado, VP for Marketing at CDO Foodsphere Inc., stated, "The recognition from both awards reinforces the strength of our strategy and collaboration. Seeing the brand resonate with both the industry and consumers motivates us to continue elevating how Highlands Gold shows up in people’s mealtimes."
Beyond trophies, the campaign delivered solid business outcomes. According to Nielsen data, the rebranding led to:
- Significant sales growth.
- Increased segment share in the premium corned beef category.
- Strong year-to-date value performance.
This data confirms the campaign's commercial impact, strengthening consumer trust and brand preference. With this momentum, Highlands Gold is poised to expand its presence further in Filipino households.
