The nation's top breading mix brand, Crispy Fry®, has launched its "Eat Campaign," a novel twist on home-cooked meals that extends beyond fried chicken, further igniting Filipinos' passion for fried cuisine. With innovative dish ideas like the Fry Feast Platter, which includes Fried Tofu, Mojos, and Potato Wedges, Crispy Fry® demonstrates that it is still a versatile kitchen staple for a variety of palates and events.
This year, the company introduces Ian Veneracion, a timeless and well regarded figure in Philippine entertainment, as its newest endorser, bringing an exciting new energy to Filipino homes.
Ian Veneracion is the official face of Crispy Fry®'s 2025 campaign and is well-known for his various roles and family-friendly demeanor. Over the course of his more than 40-year career in show business, Ian has gained the respect and trust of many generations, particularly mothers and stay-at-home moms who identify with his trustworthy, kind, and approachable approach.
“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 known for transforming ordinary fried chicken into a crispysarap sensation. Crispy Fry®, with versions such as Original, Garlic, Spicy, and BatterMix, allows homemakers to serve crispy and delicious meals every time.
For 2025, the campaign broadens its reach by asking families to try more inventive recipes with the Fry Feast Platter and see how Crispy Fry® can bring life to more than simply chicken. Crispy Fry® is a pantry must-have for easy, flavorful cooking, whether it's golden-crisp tofu or properly seasoned mojos.
“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®”
The campaign's core message is a fresh call to action: "Basta Fried, i-Crispy Fry®." This slogan encapsulates the brand's dedication to ensuring that every fried dish is a success while simultaneously urging closer, more intimate ties with Filipino families and homemakers.
Ian Veneracion is spearheading the campaign, which is spreading across many platforms, with a number of TV ads and online materials meant to encourage more Filipinos to take pleasure in cooking 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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