San Marino bids for bigger market share

MANILA, Philippines - Foodsphere Inc., the manufacturer of San Marino corned tuna, launched last week a new tri-media campaign in a bid to increase its market share of the growing canned tuna market, according to company officials.

The food company launched its massive advertising campaign dubbed “the Search is Over” tapping celebrity and presidential sister Kris Aquino as the new brand ambassador for San Marino corned tuna.

Aquino, who has been touted as the Queen of All Media, is considered as the top celebrity endorser in the country today. It is Aquino’s endorsement credibility that counts most according to industry sources. 

In a national television program, Aquino was quoted as saying, “I believe in San Marino corned tuna and what it stands for – good health beyond mere appearance. I find it deeply satisfying. I won’t settle for anything less!”

“I join the millions of Filipinos who choose the number one corned tuna in the country. I shifted to San Marino corned tuna,” Aquino said.

According to Jonathan Bendicion, Foodsphere’ assistant vice president for marketing,  “the product has less oil than the usual tuna flakes in oil and has lots of tuna.” 

“Every 180-g of San Marino corned tuna has 1,125 mg of Omega. Omega-3 DHA contributes to having a healthy heart as it lowers cholesterol and blood pressure, and reduces risks of heart attack and other cardio-vascular diseases,” Bendicion added.

With its tri-media campaign, Foodsphere believes that it is not only Aquino who will find true love in San Marino. 

“Having a healthy heart, physically and emotionally, are more than enough reasons for every Filipino to say that their search is over,” said Bendicion.  

“Through the new campaign, we would want the message delivered to our consumers well and clear. San Marino corned tuna will always advocate good health inside and out so one can live more to love more,” he added.

Introduced in 2009, San Marino remains to be the country’s number one corned tuna according to a Nielsen audit report covering August 2010 to September 2011.