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“Introspection of Viral Marketing Using Lechon Kawali Pizza as Test Subject”

This morning, I shot the new lechon pizza of Greenwich, a new offering for the holidays among many other things that I was tasked to shoot. Client has already launched the product to the public so I am allowed to talk about it. But that’s not what I came to express in this blog post.

The pizza is deliciously and sinfully good. The base of the dough is drowned in lechon sauce and topped with cheese. On top of the cheese are several pieces of lechon kawali – pig meat and skin combined to give you that chewy and crunchy texture. The crust itself is baked with garlic. Red bell pepper strips to garnish.

I gobbled up three slices of this wonderful dish during the event. Twenty minutes later I wind up at a friend’s office across the street from Greenwich Ayala Avenue for a meeting. I tell him about the ever so sinful “lechon kawali” pizza and they order two boxes for the staff. The verdict? Winner. (yeah yeah I finished three more slices. I’m such a lechon.)

That night I drop by an event for Samsung at the Manila Peninsula. Over dinner with other members of media, I start a nonchalant conversation of “guess what I had for lunch a while ago?” The already famous lechon pizza conversation made its way through the 5 Star Buffet meal at the presidential suite. It was absurdly funny and incited curiosity.

Viral marketing works for products when the item in scrutiny has a tinge of peculiarity to it. Sometimes, peculiarity is bred by what is known as the invisible obvious, if I were to borrow the term from Andrian Lee. The lechon pizza is really nothing more than the FIlipino version of an all meat pizza. Pecuiar. But obvious.

Curious to try the lechon pizza? Dial 55555 for deliveries anywhere around the country.

For foreign readers, here is the definition of lechon:

Lechón (Tagalog: Litson and Cebuano: Inasal) is the Spanish word for suckling pig. In the Philippines, it connotes a whole roasted pig, lechón baboy. Chicken and beef, are also popular. The process of lechón involves the whole pig/piglet, chicken, or cattle/calf being slowly roasted over charcoal. [Wikipedia]

By Jayvee Fernandez

Jayvee Fernandez is a tech enthusiast and sitting Techbology Editor for The Philippine STAR.

He is also an EAN certified SCUBA Diver and underwater photographer based in Metro Manila, Philippines. His photos and videos have appeared in various international and local publications including Random House Germany, Discovery Channel Canada, and CNN.

8 replies on ““Introspection of Viral Marketing Using Lechon Kawali Pizza as Test Subject””

Hi Jayvee – I’ve never been a Greenwich fan, but your viral marketing campaign is working… I might have to try that for lunch! 🙂

You should get a commission on every Lechon Pizza sold!

jayvs… sounds very sinful but should be worth a try! good thing we already have a greenwich here in dumgaguete!


greenwich didn’t pay me a cent. well, they DID pay me to shoot the pizza and their new line of food (which i didnt talk about) because that was a photography commission.

but i will never write a “paid review” for a product that isn’t good. viral marketing only works when the product that is being promoted is actually good. imagine if i promoted the pizza and it actually tasted bad? that would be a scar to anybody’s rep! 🙂

companies that want to do viral campaigns should be confident FIRST if their products are good.

Would the combination of their sisig pizza and lechon pizza give you a high blood pressure?

My dad’s cardiologist told me that statistically speaking, heart attack incidents here in the Philippines are at the peak during December and January. Might there be a link? hmm..

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