Mega Prime Foods Inc. wins at FMCG Asia Awards 2025 for Mega Sardines

It earned two major distinctions for Mega Sardines, which delivered record reach, growth, and recognition.

Mega Prime Foods Inc. received dual recognition at the FMCG Asia Awards 2025, taking home Brand Campaign of the Year - Philippines and Consumer Good of the Year (Canned Goods) - Philippines for Mega Sardines.

The wins underscored its analytical approach to brand marketing and its ability to translate strategy into consistent, verifiable results within a highly competitive category.

The “Sariwang-Sarap, Sariwang-Sustansya” campaign repositioned freshness and nutrition at the centre of the sardines conversation. It was built on Mega Sardines’ 12-hour catch-to-can process, an operation that preserves fresh quality, taste, and nutrition from the sea to the shelf. Localisation played a decisive role. Communication was tailored across six local languages: Tagalog, Ilocano, Bisaya, Ilonggo, Waray, and Bicolano. Regional creators and homegrown influencers contributed familiar recipes and practical meal ideas, strengthening the brand’s relevance to everyday consumers across the country. This localisation strategy was soon after emulated by key competitors, proof that Mega Sardines continues to be the leader in both marketing and in market share performance.

Execution spanned TikTok, Meta, and YouTube, with regional engagement reinforcing the digital rollout. The initiative delivered exceptionally broad reach and high exposure, driving substantial visibility across platforms.. On TikTok, recipe-driven content generated massive viewership, complemented by creator collaborations that further amplified momentum. According to a Meta Brand Lift Study, they have confirmed significant increases in both brand preference and ad recall, outperforming typical industry benchmarks for consumer packaged goods by a wide margin.

The commercial impact was clear. In 2024, Mega Sardines surpassed its full year sales target, achieving double-digit growth. Annual performance also ended 10% higher than in 2023. Market leadership was maintained nationwide, with incremental gains across Visayas, Mindanao, and Northern Central Luzon.

Further distinction came when the US-based Medical Wellness Association named Mega Sardines the world’s first and only canned seafood “Superfood”. The title affirmed the brand’s nutritional integrity and positioned it as a practical, health-forward choice for Filipino households.

Mega Prime Foods Inc. continues to anchor its growth in data, precision, and regional fluency. Its disciplined marketing and consistent outcomes illustrate how evidence-based strategy and cultural insight can drive sustained category leadership in the fast-moving consumer goods landscape.

The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here.  For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].