Mang Inasal rewrites brand love story with local content creators

Mang Inasal rewrites brand love story with local content creators

For the past two years, Mang Inasal, has been heavily present on digital. In fact, it’s official hashtag, #ILoveMangInasal, has over 128,000 posts related to it on Facebook and 315 million views on TikTok, and counting.

In March 2022, Mang Inasal Creators’ Circle (MICC) was launched. With 30 members composed of mommy nano-influencers and foodies who love Mang Inasal, MICC was created to bring together real brand ambassadors and support their influencer journey by making them part of campaigns that allowed them to enjoy the Ihaw-Sarap food and Unli-Saya experience of Mang Inasal.

“MICC started as an experiment because we wanted to try out better ways to promote Mang Inasal on social media,” shared Mang Inasal Digital and Public Relations Head, RJ Jabeguero-Rodillo.

Apart from key messages, reminders on what to highlight in their photos and videos and coordination with the stores for the products that are taken care of by Mang Inasal, it’s the influencers who work on the magic of their materials in a way that achieves the goals yet aligned with their personalities and lifestyles.

From the initial 30-member group, the MICC exponentially grew to over 160 members by 2023. This growth gave birth to a new category of content creators within the community – the Gen Zs and TikTokerists. Now, with over 30 campaigns in 2023, the youth, moms, and foodies all seamlessly tell their unique love for Mang Inasal across their 29-million overall follower base.

As MICC continues to expand, the community has not only tapped a diverse mix of content creators but also partnered with some of the biggest content creators in the regions including Simon Javier of Metro Manila; Mommy Hieds and Georgeous George of North Luzon; Mommy Diaries PH of South Luzon; Mortejo Twins and Zamboanga Guide of Visayas and Mindanao.

“We really appreciate how MICC has added a new spark to how we tell our brand story,” said Ed Timbungco, Mang Inasal Public Relations Manager.

All efforts since its creation have proven to be worth it when the MICC was recently awarded the Black Dragon recognition under the Best Brand Building/Awareness Campaign category at the prestigious 2023 Dragons of Asia.

As a celebration of this recognition, MICC Meet Ups were done nationwide, including Mega Manila, North Luzon, South Luzon, Visayas, and Mindanao. This allowed the brand to get to know the creators in person and share each other’s MICC journey.

Also, a virtual party wrapped up the year as all members united via Zoom and celebrated the first-ever MICC IHAWtastic Awards. (PR)


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