Puregold emerges triumphant at Retail Asia Awards with two accolades

It has received the Hypermarket of the Year - Philippines and the Integrated Campaign of the Year - Philippines awards.

Leading Philippine retailer Puregold has long been a trusted destination for Filipino families and small business owners. Renowned for its affordability, accessibility, and wide assortment, it has cultivated a loyal customer base—mostly amongst the older age groups of shoppers.

However, as consumer behaviour shifts, the brand recognises the need for transformation. This has led the company to embark on a bold brand evolution to capture a new generation of shoppers by integrating retail with entertainment.

At the core of this transformation was “Nasa Atin Ang Panalo,” a campaign that redefines Puregold’s identity beyond affordability and convenience. It is a fully integrated campaign that merges online and offline channels to deliver a cohesive and emotionally resonant brand experience.

The campaign’s goal was to resonate emotionally with younger consumers whilst maintaining loyalty from its core base, making the brand relevant in their daily lives.

Understanding that Gen Z connects with brands through shared passions, Puregold has leveraged music as a cultural bridge. It has collaborated with top Filipino artists such as SB19, BINI, Sunkissed Lola, and Flow G to create an original anthem reflecting Puregold’s “winning” spirit. This is a strategic repositioning that transforms Puregold’s messaging from transactional to aspirational.

It launched with a music video premiere on YouTube and other social media platforms. #PuregoldNasaAtinAngPanalo trended on X within minutes and has recorded over 325,000 views on YouTube in the first three days. It has also seen a 3x spike in social engagement across its platforms.

To amplify the transformation, Puregold has turned the campaign into a real-world experience through a sold-out thanksgiving concert celebrating the opening of its 500th store. Fans could earn concert tickets through grocery purchases, effectively blending commerce with culture. This has been promoted through a mix of video spots, radio plugs, in-store, and influencer content.

This strategy has not only driven store traffic but has also resulted in over 300,000 brand mentions from Gen Z consumers and over 60 million TikTok views from user-generated content. Beyond online engagement, the campaign has also delivered tangible business results, including a 136% increase in non-MSME shoppers aged 18-24 and a 125% rise in MSME shoppers within the same segment.

The campaign’s strength was in its seamless integration of content, channels, and consumer actions. It was launched digitally with music content that sparked viral engagement, then transitioned offline with a concert-driven retail mechanic that converted fandom into foot traffic. Digital media amplified reach, whilst in-store promotions closed the loop—every channel reinforcing the next, every touchpoint aligned under a single creative idea.

This successful merging of entertainment, commerce, digital engagement, and real-world experiences into a unified strategy has earned Puregold the Hypermarket of the Year - Philippines title in the prestigious Retail Asia Awards, with the “Nasa Atin Ang Panalo” campaign also winning the Integrated Campaign of the Year - Philippines category.

“Nasa Atin ang Panalo has grown into more than just a campaign—it’s become a movement. A celebration of Filipino strength, ambition, and talent,” said Ivy Hayagan-Piedad, Senior Marketing Manager of Puregold.

“With this platform, we’re shining a spotlight on Philippine homegrown artists, and giving our Puregold members and customers a chance to experience another important piece of Filipino culture— original, world-class, panalo music.”

The prestigious awards programme recognises outstanding achievements, innovations, and excellence within the retail industry across the Asia-Pacific region.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].