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]
Every year, the Public Relations Society of the Philippines (PRSP) gives out a set of Anvil Awards for remarkable public relations campaigns done in the Philippines.
The ANVIL is a symbol of excellence in public relations in the Philippines awarded by a distinguished multi-sectoral jury for outstanding public relations programs and tools designed and implemented in the past year. The Anvil Awards competition is conducted annually by the Public Relations Society of the Philippines.
The Anvil symbolizes excellence and quality. The standards for winning are high. No award is given unless the standards are met.
There are four award categories:
The Anvil Award of Merit
The Anvil Award of Excellence
The Bronze Anvil Award
THE GRAND ANVIL AWARD
What exactly am I pitching? Why can’t we pitch the ongoing Filipinas Campaign as an entry in the 44th Anvil Awards happening in February 2009. This February 2008 is the awarding for the Anvil for campaigns done between October 31 2006 to October 31 2007. Though it would be too late to include the Filipinas Campaign as an entry to the 43rd Anvil Awards, it can still very well make it into the 44th.
You’ve probably heard about this from a few days back. But still.
A mural depicting the history of press freedom made by the Neo-Angono artists in the Philippines was censored by the National Press Club before it was presented to President GMA. How ironic that the NPC’s “press freedom” commission was censored by none other than themselves. Truth be told, the word is not “censorship.” It leans a little bit more closely to “defacement.”
The final mural, which was submitted to NPC on October 24, shows a man reading the latest news on journalists’ killings while press freedom icons from the past and present converge around him. In one scene, Marcelo H. del Pilar is seen with fellow editor Mariano Ponce while rooting for cigarette butts in a garbage can under the streetsign La Solidaridad. Near the two, Filipino revolutionary Emilio Jacinto sells copies of the newspaper “Ningning o Liwanag” whose headlines proclaim the declaration of martial law while an incensed Eggie Apostol walks past. Perhaps the most arresting image is that of the late Sen. Benigno Aquino Jr. talking to National Hero Jose Rizal while the latter reads a newspaper article on the disappearance of Jonas Burgos, son of press freedom icon Joe Burgos.
“Isn’t it ironic that an institution such as the NPC would cause the censorship of a work that they themselves commissioned purportedly to promote press freedom? Isn’t the freedom of expression of the artist bound up with the very press freedom that they supposedly uphold? Aren’t these alterations a clear violation of the rights of authors/artists protected by the Intellectual Property Code of the Philippines?” the group said in a statement.