MR.DIY Philippines has launched its 2024 campaign at the One Ayala Mall in Makati, promoting its core values of “Always Low Prices,” a wide range of products, and convenient shopping. The new tagline, “For BIG and small FAMILYhan needs, MERON DIYan!” highlights the brand’s commitment to serving all family needs, big and small.
The event started with a Media Thanksgiving session, where MR.DIY Philippines’ deputy head of marketing, Charles Salecina, thanked the media. Fun games followed, including the “BIG and small, Hakot, Dakot, Panalo!” challenge, where participants had 15 seconds to scoop as many prizes as possible. Trivia questions about MR.DIY also rewarded attendees with exciting prizes.
Salecina gave the opening remarks and introduced a video showcasing MR.DIY’s 2023 highlights. Following this, CEO Roselle Andaya expressed her excitement about renewing the partnership with Team Kramer and emphasized MR.DIY’s commitment to providing a delightful shopping experience.
Andaya reaffirmed MR.DIY’s dedication to being a trusted partner for home improvement needs. A key moment was the “BIG and small” contract signing with Team Kramer, who shared their positive experience and the alignment of MR.DIY’s values with their own.
The campaign video and new jingle were unveiled with a dynamic dance mob, featuring Team Kramer. Doug and Cheska Kramer discussed the creative process behind the new branding and jingle, offering a behind-the-scenes look at the collaboration.
The campaign “For BIG and small FAMILYhan needs, MERON DIYan!” aims to serve the diverse needs of Filipino families, offering products for major home improvements and everyday essentials. The term “FAMILYhan” combines “family” and “pamilihan” (marketplace), positioning MR.DIY as a key market for all family needs. The campaign underscores MR.DIY’s commitment to affordability, quality, and variety.
Doug highlighted the strengthened relationship with MR.DIY, noting the alignment of values and the creation of resonant content. Team Kramer’s partnership underscores MR.DIY’s family-oriented approach and its dedication to enhancing customers’ lives.
During the media Q&A, Andaya discussed MR.DIY’s strategies for rapid expansion, emphasizing a customer-centric approach. She highlighted the importance of having the right variety of affordable products and simple processes to achieve scalability and pass on savings to customers.
