Challenge
In 2003, a small grill shop in Iloilo sparked a national phenomenon with its signature Chicken Inasal, eventually growing into a nationwide chain of over 570 branches. Twenty years later, Mang Inasal sought to reopen its historic birthplace at Robinsons Place Iloilo. The challenge was to transform a routine store relaunch into a high-impact national campaign that celebrated the brand’s Ilonggo roots, introduced its modern “5G” store design, and deepened brand love among local and national stakeholders without losing the authentic cultural heritage that built the institution.
Solution
Under the theme “From First to Future,” Mang Inasal executed an immersive homecoming narrative that merged tradition with digital innovation. The reopening featured Dinagyang-inspired cultural performances, a choir showcase, and the unveiling of the Mang Inasal Heritage Wall detailing the brand’s evolution. Local government officials, community partners, and media figures were engaged to position the store as both a cultural milestone and a modern tourist destination.
Grupo Agatep spearheaded the multi-channel communications and media strategy. The agency managed targeted media outreach, fielded press invitations, and drove a digital amplification effort—utilizing livestreams, video content, and real-time social storytelling to expand the local Iloilo event into a nationwide celebration of Filipino pride.
Results
Driven by Grupo Agatep’s media outreach and digital strategy, the campaign surpassed its original benchmarks by securing widespread media coverage—more than doubling initial placement targets—and generating substantial total ad value. Broadcast outreach proved exceptionally efficient, yielding strong multi-fold returns on investment across both television and radio exposure to achieve multi-million cross-channel reach nationwide.
Online, the story drove massive engagement across social platforms, logging millions of video views and Same-Day Edit plays that comfortably outperformed standard digital benchmarks. Ultimately, the reopening generated overwhelmingly positive audience sentiment, successfully re-establishing the original Iloilo branch as a cultural landmark while deepening brand equity across its national audience.
