What It’s About

The digital age has certainly ushered in the “eyes eat first” behavior. If you made breakfast or went out to dinner and drinks with your friends without the photos to prove it, did it really happen?

To see is to believe, after all. When you see something for yourself, you’re more inclined to trust that it’s real.

For Tip-Top Chicken, this is ever more true.

Tip-Top Easy and Tasty Chicken Tocino is the newest product launched under the Easy and Tasty® line by C-Joy, a joint venture between Jollibee and Cargill Philippines.

Tip-Top’s tocino uses only the freshest chicken breast, produced and packed on the same day to ensure tip-top quality each time. The choice cuts are also protein-rich and fat-free, and comes conveniently pre-chopped and pre-seasoned with natural, tasty, nitrite-free flavors. The product promises to be ready in as quick as 10 minutes, making it the perfect choice for on-the-go families that need a tasty, sweet-and-savory meal.

Cargill put in the work to make sure theirs looks, tastes, and is a cut above the rest of your ordinary chicken tocino, so that the average Filipino family can easily enjoy it. It was now a matter of making sure their consumer market saw it and tried it so they could truly believe it.

Why It Matters

Tip-Top is a new chicken brand competing with the likes of household names like Magnolia and Bounty Fresh. With their newest SKU, the brand saw an opportunity to not just launch their chicken tocino, but to also creatively introduce the brand’s entire line-up of fresh chicken products to its target market.

Now why should Tip-Top’s line-up of chicken products, headlined by their tocino, share the spotlight? The brand’s Easy and Tasty® line promises to give their primary target market (parents and on-the-go individuals) a fresh and easily-accessible ingredient to make quick, easy, and tasty meals to bring along their day. It’s also versatile enough to incorporate into the most creative dishes. It’s the all-day-breakfast enthusiast’s newest weapon of choice!

TOCI is to Believe Campaign Execution & Success

Campaign Execution

Cargill engaged public relations and digital marketing agency NGP-IMC to execute a launch campaign for their Chicken Tocino line with the following objectives:

Generate buzz and awareness on the launch of Tip-Top’s Chicken Tocino by leveraging key influencers and PR media channels
Create a communications strategy that will embody Tip Top Chicken’s promise of highest standard of quality
Target TikTok videos as a primary channel for outputs for increased discoverability and engagement

To anchor everything in a single, creative message that resonates with the target audience and helps with brand/campaign recall, the agency proposed the handle #TOCIistoBelieve!

We executed the digital campaign using the following strategies:

NGP collaborated with 20 choice social media influencers and content creators (follower count varied; engagement mid to high) to do their own take on a chicken tocino recipe to build equity and create buzz around #TOCIIsToBelieve.
- 1 TikTok output crossposted to IG Reels (per KOL)
- Mixed KOL categories (food, lifestyle, parenting, etc)
The agency generated a PR kit in-house, which included brand information, the main campaign message, and recipes to try. Also part of that kit was a ‘content challenge’ that invited the recipients to create their own unique chicken tocino dish for less than PHP500 and post the same on their socials.
Earned media and PR mileage from relevant media touchpoints were secured – it’s what NGP does best!
- PR article seeding
- PR Kit seeding to bloggers for blog outputs (primary), and reel outputs (secondary)

Campaign Success

The digital campaign garnered a nearly a hundred social media content outputs across multiple platforms and generated a total of 1.3M views and nearly 60k total engagements across Facebook, Instagram, and TikTok upon the release of #TOCIistoBelieve. Press release pickups also amounted to nearly PHP2.6M worth of PR and media values – 18x more than the initial investment!

More than that, the online community’s reception and engagement with the content highlighted two very important things: (1) consumers that weren’t familiar with Tip-Top’s line of products were now being made very aware, and; (2) they’re eager to know where to buy, how easy is it to find, and how much it would cost – presumably because they’re willing to try the product!

The campaign also resulted in responses and questions that helped inform Cargill of the next steps as the campaign moved forward. Answering queries like “is it really nitrite-free”, “is this good for low-cal diets”, and “is it safe for my child to eat” helped establish Tip-Top as a brand that not only provides value through their products, but value through their online content, too.

See more campaign outputs here:

Key Insights

What have we learned from this campaign?

Collaborating with content creators, influencers, and bloggers in identified key channels can generate authentic and high-performing content for brands. These creators have the ability to connect with their audience in a way that influences purchase decisions.
Engaging with nano-micro content creators could be as effective as engaging with KOLs with higher following as long as you’re armed with the right content strategy. It’s also more sustainable. A high-following KOL doesn’t always guarantee higher results for a campaign. Content (including TikTok campaigns) should be dynamic and there should be room for testing and variety in order to see what resonates with the campaign’s target audience. At NGP, we believe in quality over quantity any day!
Connecting your story is key! Your brand campaign’s core and/or key messaging should always be on-point. It should communicate the brand’s positioning & goals effectively but it should also be social media-worthy to be able to stand out. Make sure to integrate it across all media touchpoints so that your campaign stays consistent and cohesive across outputs. It will also contribute to the consumer experience: if you have a streamlined message, they’ll remember your campaign, product, or service better! For instance, #TOCIistoBelieve provided a witty but familiar approach to an adage everyone knows, while incorporating some tocino puns in the mix!

Tell, Share, and Connect Your Story, the NGP Way

From ensuring a completely smooth end-to-end influencer engagement thanks to a solid strategy and process, to creating a comprehensive PR kit and influencer content creation guide, all the way to going above and beyond the PR deliverables that our client loved, NGP promises to go the whole nine yards – and then some.

Connecting Your Story is truly in our DNA. Work with NGP-IMC today and we’ll make it happen. After all, #TOCIistoBelieve!