The award-winning “Battle of the Best: The Real #1” campaign celebrates the brand’s longstanding connection with Filipino families, while CDO Foodsphere secures two additional Quill Excellence Awards.

CDO Funtastyk Young Pork Tocino has earned a Merit Award at the 22nd Philippine Quill Awards, recognizing its “Battle of the Best: The Real #1” campaign and highlighting the enduring appeal of a homegrown brand that has become part of everyday Filipino family meals.

For many Filipino households, tocino is more than a breakfast favorite. It is a familiar taste shared around the dining table, bringing families together over simple, comforting meals. CDO Funtastyk has built on this connection since its launch in 2005, strengthening its presence in the market while continuing to expand its product offerings to meet changing consumer preferences.

The award-winning campaign brought the brand’s “Real #1” claim into the spotlight, drawing on its reported leadership in sales and volume since 2015. To reinforce its message, CDO Funtastyk reunited with comedian and television personality Vice Ganda as its brand ambassador, combining celebrity appeal with the brand’s established reputation among Filipino consumers.

President and CEO Jerome Ong joined the CDO Funtastyk team in receiving the Merit Award in Marketing, Advertising and Brand Communication. For Ong, the recognition reflects the collective effort of the people behind the brand and their contribution to its continued success.

The campaign was built around the emotional insight that quality and family fun can both be number one. By linking Funtastyk’s market position with Vice Ganda’s strong connection with audiences, it aimed to reinforce the brand’s promise while making its message relevant to Filipino consumers.

“Just as Vice Ganda gives her all in bringing pure joy to Filipinos, CDO puts the same dedication in bringing the same level of enjoyment to every mealtime. This goes beyond just celebrity partnership. It brings credibility, cultural relevance, and clarity that sets CDO Funtastyk apart in the evolving food industry,” said CDO Vice President for Marketing Bernice Jalgalado, discussing the renewed partnership.

To build excitement, the campaign began with teaser videos on Facebook and Instagram before expanding across television, digital platforms, public relations, TikTok and community channels. The integrated rollout generated nearly 176 million engagements and contributed to actual sales, according to the company.

The campaign also sought to demonstrate that the brand’s “Real #1” positioning was supported by independent research, reinforcing its message to consumers and the trust it has built among Filipino families.
Growing With Filipino Families
Since entering the market in 2005, CDO Funtastyk has continued to evolve beyond its original pork tocino offering. Its product range now includes Fatless, Chili, Barbecue and Chicken Tocino, as well as Pork Longganisa and ready-to-grill BBQ on Sticks.

The expanded selection reflects the brand’s efforts to offer families more choices for everyday meals and different occasions, while retaining the familiar flavors that have helped establish its place in Filipino kitchens.

For a homegrown food brand, recognition at the Philippine Quill Awards also highlights the role of effective communication in building lasting consumer relationships. The campaign combined a recognizable endorser, a clear brand message and a nationwide promotional effort to strengthen its connection with its audience.
CDO Foodsphere Earns Two More Quill Excellence Awards
Beyond Funtastyk’s recognition, CDO Foodsphere received two Quill Excellence Awards for its “One Story. Three Experiences. Fifty Years of CDO Foodsphere” campaign and its “50th Anniversary Media Relations Program.” The awards were given under the Communication Skills and Communication Management divisions.

Together, the three awards recognize both the marketing efforts behind CDO Funtastyk and the broader corporate communications work of CDO Foodsphere as it marks its 50th anniversary.

As the proudly Filipino food manufacturer looks toward its next 50 years, its continued focus remains on strengthening consumer trust, developing brands that respond to evolving needs and maintaining a place in the everyday experiences of Filipino families.

For CDO Funtastyk, the Merit Award is not only recognition of a successful campaign but also an opportunity to celebrate the team behind the brand and the generations of consumers who have made its products part of their family tables.