Sinulog Campaign “Welcome to the FAMILYhan” earns Silver in Excellence in Multilingual Marketing
Leading home improvement retailer MR.DIY Philippines proudly took home a Silver award at the Marketing Excellence Awards 2025 held August 8 at the Grand Hyatt Manila.
The brand was recognized in the “Excellence in Multilingual Marketing” category for its Sinulog 2025 campaign, “Welcome to the FAMILYhan.”
The award-winning campaign brought together culture, community, and commerce by authentically connecting with Cebuano audiences during one of the country’s biggest festivals. Using Cebuano, Tagalog, and English across all touchpoints—digital content, in-store signage, and on-ground activations—MR.DIY created a localized experience that resonated deeply with festivalgoers.
“This award means more than just recognition,” said Roselle Andaya, Chief Executive Officer of MR.DIY Philippines. “It reflects the value of listening to our communities. We came back to Sinulog with a deeper understanding of Cebuano culture—and the response was truly heartwarming.”
MR.DIY was also named a finalist in the Excellence in Cause Marketing category for its “Good Bag Campaign”—an initiative encouraging sustainable choices through reusable eco-bags while supporting meaningful causes.
The recognition solidifies MR.DIY’s standing among the country’s most respected brands, underscoring its commitment to integrating environmental and social responsibility into everyday retail operations.
Purpose-Driven and Proud
The win testifies to MR.DIY’s ongoing commitment to regional relevance—honoring local traditions, speaking the people’s language, and strengthening community ties.
By embracing local languages and celebrating regional identity, MR.DIY reinforces its role as The Familyhan for Every Filipino Household—a modern, community-rooted retailer that understands the heart of communities it serves.
As it celebrates this milestone, the brand looks ahead to more campaigns that reflect the nation’s rich culture and bring practical, affordable solutions to every Filipino home.
