CDO Funtastyk Tocino Wins Quill Merit Award for Vice Ganda-Led Campaign

CDO Funtastyk Young Pork Tocino earned a Merit Award at the 22nd Philippine Quill Awards for its “Battle of the Best: The Real #1” campaign, which brought back Vice Ganda as brand ambassador and connected the brand’s market positioning with family mealtimes.

The recognition, under Marketing, Advertising and Brand Communication, was one of three Quill awards received by CDO Foodsphere. The company also earned two Excellence Awards for communication programs marking its 50th anniversary.

Together, the wins highlight CDO’s efforts to tell both its product stories and the broader story of the Filipino company behind them.

Connecting a brand message with family enjoyment

The Funtastyk campaign centered on the idea, “Where quality and family fun are both #1.” It paired Vice Ganda’s entertainment appeal with the brand’s message about taste and shared enjoyment at the dining table.

According to CDO, the campaign drew on independent research supporting its leadership in tocino sales and volume since 2015. The release did not identify the research provider or detail its methodology.

Vice Ganda’s return gave the campaign a familiar personality through whom to communicate that positioning.

CDO Vice President for Marketing Bernice Jalgalado said the renewed partnership went beyond celebrity endorsement, bringing cultural relevance and a clearer message to the brand.

The connection was built around a shared role in everyday enjoyment: Vice Ganda through entertainment, and CDO through meals shared by Filipino families.

From social teasers to a wider rollout

The campaign began with teaser videos on Facebook and Instagram before expanding across television, digital platforms, public relations, TikTok and community channels.

According to the company, the rollout generated nearly 176 million engagements and contributed to sales. The release did not provide a platform breakdown or a specific sales figure.

CDO President and CEO Jerome Ong joined the Funtastyk team in receiving the award. He credited the homegrown brand’s success to the dedication of its team and employees.

A brand that has expanded since 2005

Launched in 2005, CDO Funtastyk has grown beyond its classic tocino offering.

Its portfolio now includes Fatless, Chili, Barbecue and Chicken Tocino, alongside Pork Longganisa and ready-to-grill BBQ on Sticks.

The company said these additions reflect its continuing response to consumer needs, giving households more choices for meals prepared at home.

Two more awards for CDO’s anniversary storytelling

Beyond Funtastyk’s Merit Award, CDO Foodsphere received Excellence Awards for:

• “One Story. Three Experiences. Fifty Years of CDO Foodsphere”
• “50th Anniversary Media Relations Program”

The recognitions were under the Communication Skills and Communication Management divisions.

Founded in 1975 by Corazon Dayro Ong and her husband, Jose J. Ong, CDO began with homemade products such as longganisa, tocino and siopao.

Its three Quill wins bring together two parts of that history: a food brand’s connection with family routines and a company’s effort to communicate how it has grown over five decades.

For Funtastyk, the recognition shows how a campaign can bring a commercial message into a familiar setting—Filipino families finding enjoyment around the dining table.