About Town | Ligo Sardines is 65 Years Old

Tom Rodriguez Ligo Philippines Brand ambassador welcomes Carla Aballena, the newest brand ambassador.

For generations the Filipinos will not let their kitchen cabinets be out of canned goods, these main goods are corned beef, tuna flakes and sardines. For sardines, Pinoys must have heard Ligo Sardines and added more flavors to enjoy with the family.

"We are proud to be part of 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.

Ligo began in 1954 when Gregory Tung, Sr. opened A. Tung Chingvo 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.

It expanded its products, offering mackerel, squid, corned beef, meatload, and tuna flakes. It also offered variants on its line of sardines, such as  Gata (coconut milk), 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.

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

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 dish in the region, 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 all be available in September; and Tuyo, 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 (and Tom Rodriguez found his partner in the ad commercial). Watch the video commercial here:

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