The Campaign

Typhoon Ondoy in September 2009 left the Philippines with a sense of hopelessness. Despite the Christmas season approaching, the air was full of sadness. To revive the spirit of sharing, faith, hope and goodness, Eden Cheese conceived Keso De Gallo (KDG), capitalizing on Misa De Gallo a Filipino tradition of attending 9 consecutive dawn masses before Christmas. Filipinos look forward to the meal that follows every mass. Eden mobilized the community by creating a cheese food festival - dishes cooked using simple ingredients and Eden. Eden became an integral part of KDG and helped bring back the joy in otherwise troubled and sad times.

Success of the Campaign

Eden successfully managed to extend usage – from a traditional spread/spaghetti topping, its versatility was highlighted through numerous innovative recipes. Brand penetration increased from 22% to 27% - the highest ever in 5 years. The phenomenal 13% share growth was a feat, given its existing dominance at 65%+ share. Though KDG was only in 9 towns, the media amplification helped inspire other towns to create special cheese dishes and share goodness with the community in a socially and culturally relevant way. KDG is now an annual event in the Eden calendar with growing scale – fuelled by the phenomenal success in 2009.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Eden partnered the leading network ABS-CBN and effectively used its strong multi-media platform. Its socio-civic arm, ABS-CBN Foundation drove the KDG on-ground activation in nine towns espousing the family spirit. Given the newsworthy message, this was covered live on news & current affairs programs – a first time ever. KDG was built into popular TV shows like “Pinoy Big Brother”. An Eden anthem was created to revive hope and joy which became the signature for “Pinoy Big Brother” and was on air over 15 radio station’s playlist nationwide. Popular recipes and event updates from KDG were uploaded on sarapngbuhay.com (meaning life is good).