Crispy Fry®, the country's #1 breading mix brand, has launched the "Eat Campaign," a new twist on home-cooked meals that extends beyond fried chicken. Crispy Fry® is a dynamic kitchen staple for all tastes and occasions, as evidenced by new food inspirations such as the Fry Feast Platter, which includes Fried Tofu, Mojos, and Potato Wedges.
This year, the company introduces its newest endorser, Ian Veneracion, a timeless and well-known character in Philippine showbiz.
Ian Veneracion, best recognized for his various roles and family-oriented image, is now the official face of Crispy Fry®'s 2025 marketing campaign. With a four-decade showbiz career, Ian has gained the trust and affection of generations, particularly moms and homemakers who identify with his dependable, kind, and sympathetic attitude.
“Crispy Fry® is a staple in countless Filipino homes, and we are excited to welcome Mr. Ian Veneracion as our brand ambassador. His credibility and enduring connection with Filipino families make him the perfect partner to represent our message: that Crispy Fry® brings ease, flavor, and joy to everyday meals.” ~Daye Magno, Department Head of Marketing at Ajinomoto Philippines Corporation
More Than Just Fried Chicken
Crispy Fry® has long been credited with transforming conventional fried chicken into a crispysarap experience. Crispy Fry® comes in a range of flavors, including Original, Garlic, Spicy, and BatterMix, so home cooks can dependably serve crispy and tasty foods.
For 2025, the campaign broadens its reach by encouraging families to try new recipes with the Fry Feast Platter and see how Crispy Fry® can bring life to more than just chicken. Crispy Fry®, whether it's golden-crisp tofu or perfectly seasoned mojos, is a pantry staple for simple but flavorful meals.
“As someone who enjoys preparing meals for my family, I appreciate how Crispy Fry® makes cooking not only easier but more exciting. It’s reliable, delicious, and versatile — just like how I approach the roles I take on.” ~Ian Veneracion, a timeless and well-known character in Philippine showbiz
“Basta Fried, i-Crispy Fry®”
At the heart of the campaign is a reinvigorated call to action: "Basta Fried, i-Crispy Fry®." This tagline encapsulates the brand's dedication to ensuring the success of every fried dish while also creating deeper intimate, emotional ties with Filipino homemakers and families.
The campaign is running across several platforms, with Ian Veneracion leading the way in a series of television advertisements and internet material targeted at encouraging more Filipinos to cook at home.
About Crispy Fry®
Crispy Fry® is the leading breading mix brand in the Philippines, trusted by generations for its consistent quality and crisp-delicious results. Made from carefully selected flours, starches, and seasonings, Crispy Fry® helps Filipino families create memorable meals with ease. It is part of Ajinomoto Philippines Corporation’s commitment to its “Eat Well, Live Well” promise — offering high-quality food solutions for nutritious and enjoyable mealtimes.
The Ajinomoto Group is a global company with specialties in the business of food and amino acids, guided by our leading-edge bioscience and fine chemical technologies.
Based on the corporate message “Eat Well, Live Well.”, we have been scientifically pursuing the possibilities of amino acids in supporting the healthy lives of people all around the world. We aim for future growth and continuous contribution to greater wellness by creating value through sustainable and innovative solutions for communities and society.
The Ajinomoto Group has offices in 36 countries and regions, and sells products in more than 130 countries and regions. To learn more, visit www.ajinomoto.com.
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