Home improvement retailer MR D.I.Y has launched a campaign titled “Meron DIYan” with Filipino family, Team Kramer as its new brand ambassador. The family will be the brand’s first celebrity ambassador.
The campaign aims to highlight MR D.I.Y's goal of meeting families' everyday home and lifestyle needs and remains committed to its motto to keep prices low, offering a wide range of products and essentials aimed at meeting its customers' daily needs and demands.
The choice of Team Kramer as the brand’s ambassador comes as the brand looks to select a family that embodies the brand value of MR D.I.Y, which include positivity, shared experience, growth, hard work, respect and love, shared Roselle Andaya, CEO of MR D.I.Y Philippines. These values are the ones she thought the two parties shared, said Andaya.
Team Kramer is a family of five, which consists of Filipino former basketball player Doug Kramer, actress Cheska Garcia, and their children Kendra, Scarlett and Gavin.
In order to build up hype for its new brand ambassador, the brand launched two teaser posts before the grand reveal, showing silhouettes and fragments of the family, asking netizens to guess who they are.
Doug Kramer also took to his personal Instagram account to make the announcement. “We're thankful especially to the #MrDIYPh bosses, Roselle Andaya and Charles Salecina for welcoming us to the MR D.I.Y family. Very grateful for the opportunity to represent an established and growing brand,” he said.
At the launch event, Kramer expressed his excitement and said that he agreed to be the brand ambassador for its familiarity among Filipinos, and that he thought of the brand as a “one-stop shop for every family”.
“We were able to discover other talents that we actually had during the pandemic. All of a sudden we're all cooks, bakers, and then suddenly we're plantitas and plantitos. So these are the things we were able to discover and do. With MR D.I.Y we were able to find everything that we needed so it became very convenient for us,” Garcia added.
Commenting on the campaign, Mark Charles Salecina, senior marketing manager of MR D.I.Y Philippines, said “We always put families at the core of our services, and we strive to grow closer to more families by opening more stores, to make them feel that there’s always a MR D.I.Y store near them, ready to meet their everyday needs with quality products, at always low prices, that every family member can enjoy,"
MARKETING-INTERACTIVE has reached out to MR D.I.Y for more information.
Recently, the brand has unveiled 11 new stores in the country with a grand opening celebration event. “By opening more stores this 2023, we stay true to our commitment to bring quality products that everyone in the family will enjoy at always low prices. So, whether your family likes to spruce up their homes, have some backyard summer picnics, or just lounge at home, rest assured that MR.DIY’s got your family and home improvement needs covered whenever, wherever,” Salecina said.
Charles & Keith appoints South Korean actress Han So Hee as global brand ambassador
Jollibee and McCann Worldgroup unveil new Mother's Day film tugging at Filipinos' heartstrings
Manulife introduces new brand ambassador Anne Curtis to help Filipinos achieve life goals
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window