San Marino Corned Tuna, a flagship product of CDO Foodsphere Inc., proudly clinched the Gold Award for Excellence in Marketing to a Specific Audience at the 2025 Marketing Excellence Awards (MEA). This recognition celebrates a campaign that struck a meaningful chord with Filipino consumers, embodying the brandโs promise of โsiksik, sarap, sulit.โ
The MEA is one of the regionโs most prestigious platforms for recognizing outstanding brand work, celebrating campaigns that deliver meaningful impact through marketing innovation, creativity, and effectiveness. Winning Gold places San Marino Corned Tuna among the top brands in the region.
For CDO Foodsphere, this recognition is not only a win for the company but also a reflection of the trust and loyalty that consumers have given the brand over the years.
The Love You Deserve
San Marino Corned Tuna brought this vision to life with its campaign, โThe Love You Deserve,โ featuring the TVC Deserve, starring real-life celebrity couple Sarah Geronimo, popstar royalty, and Matteo Guidicelli, actor, host, producer, and businessman. Their wholesome and authentic chemistry lets viewers feel their love and sincerity, giving the product message genuine emotional weight:
โSa love, โdi puwede ang kulang.โ
โFor me, dapat ganun din sa tuna.โ
โAng deserve moโฆ San Marino Corned Tuna.
Siksik. Sarap. At Sulit.โ
The campaign underscored a simple but powerful truth: just as in love, people shouldnโt settle for less when it comes to food. Filipinos deserve meals that are flavorful and satisfyingโmeals that reflect the care and value they give to their families. With this message, the brand struck a chord not only with taste but also with emotion, making everyday dining feel like an act of love.
Each can of San Marino Corned Tuna brings this promise to life, with less oil and packed with flavorful tuna that embodies the brandโs enduring promise: siksik, sarap, sulit. It reflects what Filipino households look for in everyday mealsโfood that satisfies, delights, and delivers real value. By staying true to this promise, San Marino has set itself apart in the competitive canned-goods category, offering thoughtful choices that households can rely on without compromising taste or quality.
โSan Marino Corned Tuna is about giving Filipino families a meal they can trust,โ said Bernice Ilacad-Jalgalado, VP for Marketing of CDO Foodsphere Inc. โWinning Gold at MEA 2025 reflects the loyalty of the consumers we serve and our promise of โsiksik, sarap, sulitโ in every can.โ
The MEA Gold Award also acknowledges the collaborative effort behind the campaignโs success. CDO Foodsphere worked closely with its agency partners: NuWorks Interactive Labs, Inc. (lead agency, digital, PR strategy & counsel), InCircle (PR execution), and UM Philippines (media agency). This partnership ensured that every aspect of the campaignโfrom strategy and creative development to media deploymentโreflected a deep understanding of what Filipino consumers truly value.
More importantly, the recognition validates the brandโs focus on product qualities that consumers can truly taste, see, and experience. The siksik, sarap, sulit promise isnโt just a taglineโitโs the product reality, delivering the tuna you deserve.
Discover the difference in every canโfollow San Marino Corned Tuna on Facebook.
ABOUT CDO
San Marino is one of the quality products of CDO Foodsphere, Inc, a company that began in a home kitchen in 1975 and has since grown into one of the Philippinesโ most trusted food manufacturers. Now celebrating its 50th year, the company continues to be committed to quality, innovation, and sustainability.ย CDO champions mealtimes that bring people together through delicious, affordable food that brings the taste of home.
