Ligo Sardines Marks 65 Years of Industry Dominance as a Filipino ‘Klasik’

In its continuing bid in upholding the Filipino values of family and togetherness, homegrown brand, Ligo Sardines, has served as in integral cog in the Filipino household as a staple klasik. Through the years, it has served as a harbinger for memories of coming home and sharing a meal with loved ones. Now on its 65 years, the brand brought together partners and friends from the media to celebrate its milestones.

Ligo CEO and President Gregory Tung Jr. shares the brand’s history and legacy from its humble beginnings in 1954.

Ligo began in 1954 with Gregory Tung, Sr. establishing A. Tung Chingco 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.

“We are proud to be part of the 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,” declares Ligo Vice President Production and third generation leader, Mikko Tung.

Mikko Tung (center), Ligo Vice President for Production, shares the brand’s exciting efforts for the past year with hosts (from left) Aaron Atayde and Katz Salao.

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

From Left: The Tung Brothers as the new and third generation of Ligo leaders: Macky, Vice President for Advertising and Promotion; Mark, Vice President for Sales and Marketing; and Mikko, Vice President for Production.

The brand then expanded its products, offering mackerel, squid, corned beef, meatloaf, and then tuna flakes. It also offered variants on its line of sardines, such as Gata, 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.

In celebration of its incoming seventh decade of brand competence, Ligo unveiled the Klasik Museum, where guests revisited he brand’s milestones and landmark achievements, 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 nod to retro art serves as a reminder that indeed, “Walang Kupas ang Klasik.”

Ligo officially reveals its new brand endorser Carla Abellana (left) who perfectly matches Tom Rodriguez.

In a presentation, the brand celebration also shared the success of the “Lami Ligo” campaign in Mindanao, which featured brand ambassador Tom Rodriguez and a popular local dish, 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.

Mark Tung (center), Ligo Vice President for Sales and Marketing, shares the company’s trade and activation initiatives. With him are hosts (from left) Aaron Atayde and Katz Salao.

Ligo’s new and exciting product roster: Calamansi, and Fried Sardines in Oyster Sauce and in Portuguese Style­, which are all set to hit stores in September; and Tuyo, which will be launched by the end of the year, also served as an event highlight, along with the warm welcome given to newest brand ambassador joining Rodriguez, actress Carla Abellana.

Macky Tung (center), Ligo Vice President for Advertising and Promotion reveals the new variants of Ligo: Calamansi, Tuyo, Fried Sardines in Portuguese Style, and Fried Sardines in Oyster Sauce.

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