Kenny Rogers Roasters proudly represented the Philippine restaurant industry and won two awards at the Mob-Ex Awards held recently in Singapore. The brand that raised the bar for roasted chicken is the only restaurant chain from the Philippines that made it to the shortlist, eventually winning honors in the Best Mobile Viral Marketing Campaign category: Gold for The Great Garlic Roast and Silver for Solo Love Club.
The Great Garlic Roast established a connection with Filipino online communities, inspiring organic content from online food enthusiasts about a new line of products. It generated buzz for the restaurant’s innovations, driving in-store sales. The campaign positioned The Great Garlic Roast as a celebration of Filipino cuisine, tapping into national pride and offering a delicious alternative to the usual Christmas staples.
Targeting those who are commonly neglected during Valentine’s Day, Solo Love Club celebrated singles during a season focused on couples. By promoting the merits of dining out solo, Kenny Rogers Roasters demonstrated how restaurants can go against the grain and still win in the dining industry’s most celebrated traditions.
