Spicy Oishi Prawn Crackers: The first-ever shrimp-fluencer

RJ Paculan, CJ De Silva-Ong, Theodore Patena, Noelle Segundo

Snack brand Spicy Oishi Prawn Crackers boosted growth and relevance among millennials and Gen Z in the Philippines by launching its own TikTok 'shrimp-fluencer'.

Campaign details

Brand: Spicy Oishi Prawn CrackersBrand owner: Liwayway Marketing CorporationAgency: TBWA\Santiago Mangada PunoMarket: PhilippinesSector: Savoury snacks, potato chipsMedia channels: Mobile & apps, Online video, Social media, Television, Word of mouth, influencersBudget: Up to 500k

Executive summary

The shutdown of the Philippines' largest network caused a sudden shake-up in Spicy Oishi Prawn Crackers' plans as it was a brand that heavily relied on TV exposure for awareness. This led the brand to innovate and foray into TikTok.

Meet @hothipon – TikTok's first shrimp-fluencer. Inspired by the...

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