Since December 5, 2016, Chooks-to-Go has been synonymous with the projects of the Samahang Basketbol ng Pilipinas, including the Gilas Pilipinas program.
The #ManokNgBayan tag trends when Gilas games are played, while the brand itself has become synonymous with the national team. And this was accomplished in less than a year.
Prior to Gilas’ first homestand at the SMART-Araneta Coliseum Monday evening, the San Miguel Corporation held a festive launch at the Ynares Sports Arena in Pasig City. The event served as a passing of the torch by Star, a subsidiary of San Miguel Foods Inc., to Magnolia, another subsidiary of the conglomerate.
Unlike the past entries of Magnolia in the big league, the team will not carry the beverage nor the ice cream products of the brand. Instead, Magnolia will carry the its poultry department, using the team name Magnolia Hotshots Pambansang Manok.
When asked about this development, Bounty Agro Ventures Incorporated president Ronald Mascariñas showed no resentment towards this move by his company’s corporate rival. Instead, the amiable entrepreneur shared that he was flattered to see some resemblance from the campaign Magnolia was trying to start, with the current campaign Chooks-to-Go has been running.
“I respect yung move na yun ng Magnolia. Tingin talaga namin it’s flattering for us na they’re like yung ginagawa namin sa Gilas na Manok ng Bayan, coming out with Pambansang Manok,” said one of Gilas Pilipinas’ chief backers. “I don’t take it against them.
“In fact, yung management team ko feel proud na nagustuhan nila yung ginagawa namin and they’re trying to do the same.”
This move will undoubtedly shut the door for Chooks-to-Go’s entry into the PBA, as the league has a one-team-per-industry rule. Mascariñas and his company have realized that Chooks-to-Go will get better mileage and support with the the national team compared to a PBA franchise.
“Hindi naman. No connection at all,” shared Mascariñas when asked if Magnolia’s entry had an effect to Chooks-to-Go’s decision to focus all its resources to Gilas.
“Nakita lang talaga namin, in terms of brand exposure we’re better off supporting the national team kesa magtayo ng PBA team. A new PBA team, parang has a very small chance of getting to the level of Ginebra in terms of following,” he added.
“Sa national team, we get better brand mileage.”
As they say, imitation is the highest form of flattery.
