HTD Events: Ligo Celebrates 65 Years in the Industry
Sardines has always been an integral part of the Filipino diet. Whatever socio-economic status you might belong to, for sure, all of us have eaten canned sardines every now and then. And for generations now, one particular brand has stood the test of time. Six and a half generations to be exact — Ligo Sardines. And last week, a special event was held entitled Ligo Klasik at 65. A night to celebrate and reminisce 65 years of Ligo Sardines in the Philippines.
Ligo Klasik: A Night to Remember 65 Years of Ligo Sardines
For 65 years, Ligo Sardines has been a part of the Filipino household. As a staple klasik that brings back memories of coming home and sharing a meal with loved ones. And for its 65th anniversary, it brought together brand partners and friends from the media for an intimate gathering to celebrate its milestones.
“We are proud to be part of the household of many Filipino families here and abroad. As we move toward our seventh decade in the industry, we are excited to bring new innovations and products. (Products) that will be part of the memories of future generations,” shares Ligo Vice President of Production Mikko Tung.
The Ligo Klasik at 65 History
Ligo CEO and President Gregory Tung Jr. shares the brand’s history and legacy from its humble beginnings in 1954. Photo courtesy of Shi’s a Mom.
Undoubtedly, 65 years is a long and impressive time for any brand to still stand. The Ligo Klasik History actually began back in 1954. When Gregory Tung, Sr. opened A. Tung Chingco Trading, the exclusive distributor of Ligo products in the Philippines. The company then partnered with Liberty Gold Fruit Co., Inc. in California. But later on put up its own cannery in 1980. To specifically manufacture its goods and meet growing demand in the country.
Through time, Ligo Philippines has expanded its products. From mere sardines, Ligo now offers mackerel, squid, corned beef, meatloaf, and tuna flakes. Surprising? No, more like amazing! As for sardines, Ligo Klasik has also diversified its flavors. Ligo Sardines then started having variants like Gata, Spanish, Extra Hot, Kaldereta, and Afritada, and more. It quickly became a global phenomenon, and began exporting to the United States of America, Europe, Asia, and the Pacific Rim.
Ligo is currently run by the third generation of Tungs. Who are all working together to strengthen its commitment to putting quality first. Mikko Tung is joined by his brother Mark, who oversees sales and marketing. While Macky handles advertising and promotion for Ligo Philippines.
Innovation Beyond Ligo Klasik
The celebration also featured the Klasik Museum. A nostalgic display of the brand’s most iconic milestones, variants, old commercials, and print ads. They were also introduced to the brand’s 65th Anniversary visual. Which represents its years in providing delicious flavors and excellent quality. Its retro art style is a reminder that indeed, “Walang Kupas ang Klasik.”
Ligo’s new ambassadors: Tom Rodriguez and Carla Avellana. Photo courtesy of Shi’s a Mom
“Lami Ligo” Campaign
Another highlight of Ligo Klasik at 65 is the “Lami Ligo” campaign. Tung shared the success of the “Lami Ligo” campaign in Mindanao. Which featured brand ambassador Tom Rodriguez and a popular local dish, Odong noodles (or misua) with Ligo sardines.
And Ligo Sardines certainly had something new up their sleeves for spice-lovers like us – the newly launched variant of Sriracha sardines. Savory with a kick, Ligo Sriracha has become an instant favorite among consumers.
Unveiling the new-hit Sriracha Sardines
The evening capped off with the unveiling of Ligo’s new and exciting product variants: Calamansi, and Fried Sardines in Oyster Sauce and in Portuguese Style. All of which will be available in September. While Ligo Tuyo will be launched by the end of the year.
Another highlight of the evening was the introduction of Carla Abellana as the newest brand ambassador. I was fortunate enough to have a short interview and photo op with Tom and Carla. And they were just adorable together. 🙂
Ligo Vice President for Advertising and Promotion Macky Tung expresses that “the brand welcomes new members, products, and variants to its family. Ligo still stays true to the promise it made 65 years ago. To provide quality sardines that will continue to become a Klasik in every Filipino household.” Congratulations Ligo Philippines. Here’s to another 65 of Ligo Klasik!
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