Virginia Foods boost nationwide promotion

Virginia Foods, Inc. resurfaces and takes on an aggressive marketing move in its bid to make its products known not only as a household brand in Cebu but also in the national market.

“It’s the first time that we are doing aggressive marketing campaigns and consumers can expect more events and promotions this year and next year as we are aiming to make Virginia a household brand not only here in Cebu but nationwide,” announced Virginia Foods, Inc.’s VP for Sales and Marketing Stanley L. Go during the grand launching of their Happy Booster premium hotdogs in SM.

Go in an interview stressed that their company is now moving towards aggressive marketing direction after having stayed quiet for several years of business operations.

Since penetrating Luzon has been quite a challenge on their part because of several big players in the industry, VFI decided it would be more efficient if they focus more in their home court which is Visayas and Mindanao.

For their hotdog invasion program, Virginia Foods have done a lot of promotional activities like film showings, radio plugs, newspaper ads and school tours.

Virginia Foods Inc. (VFI) is a Cebuano company that is among the big players in the frozen and canned food manufacturing in the country. Their frozen products comprises 60% of their operation while 40% for their canned operation.

“We have grown double digits in sales, at least 50% especially in the past two years and 5% of the total sales is contributed by new product launches since we have not only focused on offering traditional products but tried offering upgraded ones as well,” said Go.

As a brand, Virginia Foods, Inc. is positioned to cater to different market segments. Right now Go said that the big chunk of their market-base is concentrated in the mid-premium market but they are slowly moving into penetrating more of the premium market.

Go also discussed that among the VFI umbrella are other brands like winner which taps the mid-premium market segment, champion which caters to the mass hotdog market, and happy booster which is more targeted towards the premium market. El Rancho on the other hand caters to the mass market in their canned segment.

As of the moment, VFI ranks second in terms of sales in all supermarkets in the canned and frozen food market nationwide. And Go is confident that through their aggressive marketing campaigns they could push to become number one.

“Our direction is clear and is both a short term and long term goal and that is becoming a number one food manufacturing brand especially in our home court,” he said.  

Having observed that consumers these days are moving towards getting better quality products and more value to their money, VFI intensifies their operations by offering new and better products which provides a good mix of affordability and superior quality like their newest products Virginia Meatballs and Beans and Virginia premium corned beef.

VFI also recently launched their Happy Boy mascot and Happy booster jingle and have deployed Happy Booster Hotdog launch pads in several SM outlets for selling and product sampling for the whole month of November.