Highlands Gold Wins Big at Marketing Awards

Highlands Gold takes home the best Philippine and regional rebranding award based on a rebranding campaign that propelled the sales and participation by the consumers.

Highlands Gold has won two of the biggest industry awards in a short timeframe, emphasizing the role of digital marketing in shaping brand change and business breakthrough. The brand is a GOLD winner of the award for Best Rebranding Campaign at the 2025 Panata Awards and Campaign of the Year, Philippines, at the 2025 FMCG Asia Awards.

One of the most powerful marketing recognition systems in the Philippines, the Panata Awards, recognized that the campaign helped Highlands Gold to refresh its identity and reinforce the consumer resonance. The FMCG Asia Awards at the regional level served to demonstrate the strategic implementation and performance of the campaign in the fast-moving consumer goods industry.

The repositioning was focused on the clear and authentic message that was created using Angus beef and in turn, repackaged into interesting storytelling on various digital marketing platforms. The launch involved a tasting as guided by the chef and the subsequent brunch experience, which was enhanced by food and lifestyle influencers to serve as the driver of organic demand and rebrand the product as a daily necessity.

Teamwork was also important, with Seven A.D. taking the lead in brand strategy and creative direction, with UM Philippines and Spark Foundry playing the vital role in ensuring integrated implementation in digital marketing, television, and in-store platform perspectives.

On top of creative awards, the campaign had quantifiable business outcomes. Nielsen data indicated that sales grew significantly and the share of the segment grew, further supporting the effectiveness of digital marketing in connecting storytelling, consumer trust and revenue performance.