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Ligo is Ready to Face the Next 65 Years and Beyond

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Ligo celebrates 65 years in the industry. Yes, that iconic brand which can now be called classic or klasik has been a familiar fixture in the groceries here in the Philippines for that long. As a kid, I recall it’s the only brand I know when it comes to canned sardines. Well, it’s been 65 years and at a recent gathering, they presented what can be considered the brand’s readiness to face the next years to come, beyond what they’ve achieved so far.

“We are proud to be part of the household of many Filipino families here and abroad. As we move toward our seventh decade in the industry, we are excited to bring new innovations and products that will be part of the memories of future generations,” shares Ligo Vice President of Production Mikko Tung.

CEO and President Gregory Tung Jr. shares the brand’s history and legacy from its humble beginnings in 1954
Ligo CEO and President Gregory Tung Jr. shares the brand’s history and legacy from its humble beginnings in 1954

Ligo began in 1954 when Gregory Tung, Sr. opened A. Tung Chingco Trading, the exclusive distributor of Ligo products in the Philippines. The company partnered with Liberty Gold Fruit Co., Inc. in California, but put up its own cannery in 1980 to manufacture its goods and meet growing demand.

The Tung Brothers as the new and third generation of Ligo leaders
From Left: The Tung Brothers as the new and third generation of Ligo leaders: Macky, Vice President for Advertising and Promotion; Mark, Vice President for Sales and Marketing; and Mikko, Vice President for Production

It expanded its products, offering mackerel, squid, corned beef, meatloaf, and tuna flakes. It also offered variants on its line of sardines, such as Gata, Spanish, Extra Hot, Kaldereta, and Afritada, and more. It quickly became a global phenomenon, and began exporting to the United States of America, Europe, Asia, and the Pacific Rim.

Mikko Tung (center) is Vice President for Production
Mikko Tung (center), Ligo Vice President for Production, shares the brand’s exciting efforts for the past year with hosts (from left) Aaron Atayde and Katz Salao

Ligo is currently run by the third generation of Tungs, who are working together to strengthen its commitment to putting quality first. Mikko Tung is joined by his brothers Mark, who oversees sales and marketing, and Macky, who handles advertising and promotion.

Mark Tung (center) is Vice President for Sales and Marketing
Mark Tung (center), Ligo Vice President for Sales and Marketing, shares the company’s trade and activation initiatives. With him are hosts (from left) Aaron Atayde and Katz Salao.

The celebration featured the Klasik Museum, where guests traveled back through time to reminisce the brand’s past, including its variants, old commercials, and print ads. We were also introduced to the brand’s 65th Anniversary visual, which represents its years in providing delicious flavors and excellent quality. Its retro art style is a reminder that indeed, “Walang Kupas ang Klasik.”

Macky Tung (center) is Vice President for Advertising and Promotion reveals the new variants of Ligo
Macky Tung (center), Ligo Vice President for Advertising and Promotion reveals the new variants of Ligo: Calamansi, Tuyo, Fried Sardines in Portuguese Style, and Fried Sardines in Oyster Sauce.

Tung also shared the success of the “Lami Ligo” campaign in Mindanao, which featured brand ambassador Tom Rodriguez and a popular local dish, Odong noodles with Ligo sardines. He also announced the success of the newly launched variant of Sriracha sardines, which became an instant favorite among consumers. The evening capped off with the unveiling of Ligo’s new and exciting product variants: Calamansi, and Fried Sardines in Oyster Sauce and in Portuguese Style¬, which will all be available in September; and Tuyo, which will be launched by the end of the year. Another highlight of the evening was the introduction of Carla Abellana as the newest brand ambassador.

Ligo Brand Endorsers Tom Rodriguez and Carla Abellana
Ligo officially reveals its new brand endorser Carla Abellana, who perfectly matches Tom Rodriguez.

Ligo Vice President for Advertising and Promotion Macky Tung expresses that “the brand welcomes new members, products, and variants to its family. Ligo still stays true to the promise it made 65 years ago: to provide quality sardines that will continue to become a Klasik in every Filipino household.”

Ligo Top Executives with Brand Endorsers
From Left: Macky Tung, Vice President for Advertising and Promotion; Mark Tung, Vice President for Sales and Marketing; Mikko Tung, Vice President for Production; Brand endorsers Carla Abellana and Tom Rodriguez; and Ligo President and CEO Gregory Tung Jr

It’s great to know that the Ligo brand has set up its arsenal to meet the demands of the market. As time goes by, the Filipino taste is evolving. I have to admit that I haven’t had canned sardines for a very, very, very long time. When I saw the new flavors and other product lines under the Ligo brand, I got more interested. Do you know that they have potato chips snacks and even peanut butter spreads?

New Variants of Ligo SardinesThe new Ligo Sardines variants also caught my attention, particularly the Fried Sardines in Portuguese Style. It really piqued my curiosity and that is something from someone who haven’t checked out canned sardines for a long time. That means the brand is on the right track considering that the market today is even more competitive compared to several years ago. With Ligo under the reins of its young executives, the definitely can bring the company to the next level and face the challenges in the years to come.


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