Ligo Sardines reallocates entire advertising budget to help independent groups fighting COVID-19

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Ligo Sardines COVID-19
Ligo Sardines Philippines released witty photos that sent it to trending status on social media. Photo courtesy of Ligo Sardines Philippines.

As an act of solidarity, Ligo Sardines Philippines announced that they are reallocating their entire advertising budget this year to benefit non-government organizations, charities, and independent groups in the frontlines of the fight against the coronavirus disease 2019 (COVID-19).

The company posted the announcement on their Facebook page on March 22, 2020, pledging “to deliver food and supplies, including our classic products, to the most affected families and communities, provide relief and assistance to health workers and other front liners, and equip them with Personal Protective Equipment”.

Ligo also said they will coordinate with Local Government Units to ensure the orderly distribution of their pledged supplies.

“Ligo has always been an integral part of Filipino kitchens and we will continue to live by that role in both big and small ways. This is just the beginning of our bayanihan. We know that as one nation, one family, we will preserve and see better days,” added the company which has also released social media posters encouraging people to follow the recommendations of social distancing and other quarantine requirements.

Netizens showed their love for the popular Filipino canned food and sent the topic of Ligo Sardines to top trending on Twitter after the company posted on March 23 a photo of their classic Ligo Sardines with an easy-open can and the words “No special powers needed” accompanied by the caption: “FUN FACT: Our products are made with easy open lids for your convenience!”

@gelicasroses tweeted, “Fun Fact #2: Apart from this perfect shade, Ligo has also announced yesterday that it would donate it’s entire advertising budget for 2020 to charities and NGOs for COVID-19 relief and response operations.
TUNAY NA SARDINAS NG BAYAN! Love you, Ligo! Green heartGreen heartGreen heart”

@kareniabes was among the many netizens who praised and pledged their support to Ligo Philippines with the tweet, “Kahit nadonate nyo ang marketing budget nyo, this ad is very effective. Next grocery ko, ikaw ang sardines ko”

Facebook users also saluted Ligo Philippines with Vicky Rose posting, ” This is simply incredible♥️ what an amazing gesture of kindness ❤️❤️❤️ for that reason— i’ll forever patronize ur products”.

Rosalie Regoso Mercado commented, ” Thank you to the unseen heroes of our nation’s history in these testing times. May the Lord bless you and keep you safe all. 🥰”

Actress Bela Padilla also thanked Ligo Sardines for providing support to her crowdsourcing campaign to raise funds for Metro Manila street vendors affected by the community quarantine.

Filipino companies have been quick to take the initiative to help the country cope with the COVID-19 pandemic. SM Group also announced it will provide Php 100 million for personal protective equipment (PPEs) and medical supplies to assist healthcare workers at the Philippine General Hospital (PGH) and Research Institute for Tropical Medicine (RITM) while San Miguel Corporation made several donations including disinfectant alcohol produced in a Ginebra San Miguel factory.

SEND CHEERS in the comments below to Ligo Sardines Philippines for their act of Bayanihan and good business practice of helping the country at this time of the COVID-19 pandemic!

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