A LOT of Dabawenyos and other people from Visayas and Mindanao have seen and heard of the famous TV and YouTube sardines commercial where actor Tom Rodriguez was cooking Ligo sardines with Udong noodles while singing “Odong na lami, na makahigugma.”
In Davao City, a billboard of Tom for the sardine brand is also installed at the crossing of Sandawa Street in Matina. Anyone who has heard of the song and the commercial might have a hard time getting it out their heads. The song has this specific charm to it that makes it a perfect LSS (Last Song Syndrome).
It was said that since its launch, the video has generated more than 750,000 of combined views, reactions, and comments on social media. Playful TVC parodies and musical covers also further pushed the campaign’s success in the region.
Last week Thursday, October 11, executives of A. Tung Chingco Corporation (ATC) and Tom Rodriguez himself met with the Davao media and bloggers at Rekado Davao restaurant. Aside from a very cheerful Tom who talked with the guests before the program proper started, the guests were also satisfied with the different Ligo Sardine-infused dishes specially prepared by Rekado Davao. There was the popular local dish Odong but with a twist of lemon and dill. There was also sardines skillet with mozzarella cheese, alongside a hearty serving of fillet of pompano. It only shows how Ligo Sardines is a very versatile dish. One only needs to be creative in the kitchen.
According to Macky Tung, adverting manager of ATC and the youngest of the three young executive brothers, said that they consider the TV commercial a success reaching out to consumers of different background. He said it appealed to students, grandmothers, housewives, rich or poor, young or old.
“We are excited that more Mindanaoans are discovering the delicious taste of our Ligo Sardines and other products. Because of their warm reception to the recent #LigoLami campaign, our brand was able to expand its presence and market share, following decades of memorable dining moments with Filipinos nationwide,” added Mikko Tung, ATC’s VP of Production. (JPA with PR)