The Philippines’ leading fast-casual restaurant chain, Kenny Rogers Roaster bagged five trophies at the recently concluded Marketing Excellence Awards 2024, held at the Shangri-La Fort last August 15.
Three campaigns were at the center of this year’s haul, solidifying Kenny Rogers Roasters as the leader in the competitive Filipino food market.
The brand set a standard in the culinary and OOH landscape with their 3D Billboard along EDSA, earning the brand Gold for Excellence in Out-of-Home Advertising. Kenny Rogers Roasters found a way to cut through the clutter of billboards in the area to highlight their role in addressing the combination of hunger and frustration of being stuck in traffic. Empathy to the shared struggle and the delicious relief helped strengthen the brand appeal to the commuters.
The Solo Love Club Campaign challenged the narrative around Valentine’s Day and pushed for the celebration of solo diners at the peak of a season traditionally reserved for couples. Given its success in embracing the ever-changing lifestyle of its younger audience, the Solo Love Club campaign won Silver in Excellence in Omnichannel, and Bronze in Excellence in Advertising.
In the online foodie space, The Great Garlic Roast did not just launch a product—it established a deeper connection with the consumers by engaging the Filipino online community and utilizing in-store experience, which eventually led to a win for Bronze in Excellence in Customer Engagement.
For this year’s strong showing, Kenny Rogers Roasters Philippines Marketing Director Lorent Adrias was awarded Marketing Leader of the Year. Despite the challenges posed by the global pandemic, Adrias successfully increased the brand’s market share and improved overall business performance. His strategic pivot to enhanced digital and delivery services proved instrumental in sustaining the brand’s success. This award celebrates his pivotal role in elevating Kenny Rogers Roasters’ performance and presence.
The Marketing Excellence Awards (MEA) in the Philippines is a prestigious event that recognizes outstanding achievements in marketing. It celebrates the best and brightest minds in the industry, showcasing innovative campaigns, effective strategies, and remarkable talents.
Source: Corner Magazine PH
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