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For generations, Ligo Sardines has been a part of the Filipino household as a staple klasik that brings back memories of coming home and sharing a meal with loved ones. For its 65th anniversary, it brought together brand partners and friends from the media for an intimate gathering to celebrate its milestones.

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
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

“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,”

Ligo Vice President of Production Mikko Tung

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.

Ligo 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

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.

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.
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.

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), Ligo Vice President for Sales and Marketing, shares the company’s trade and activation initiatives.
Mark Tung (center), Ligo Vice President for Sales and Marketing, shares the company’s trade and activation initiatives.

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. They 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.”

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.

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.
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.

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.

Maribel Avelis Cook Magazine Account Manager and Marlon Aldenese Cook Magazine Advertising Sales Manager & wnot.com.ph Publisher during the 65th Anniversary of Ligo.

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.”

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