Ligo Sardines honours generations of Filipino families in new brand film

Ligo Sardines is spotlighting its seven-decade heritage with a new brand campaign created alongside independent agency Leron Leron Sinta, using a familiar piece of Filipino folklore to reinforce the brand's place across generations of family life.

Centred on the short film "Butterfly", the campaign draws on the long-held Filipino belief that butterflies visiting a home represent departed loved ones returning for a visit. The story follows a butterfly that arrives at Dingdong's home before revealing itself as his late grandfather, creating an emotional narrative around family, remembrance and traditions that endure over time.

The campaign is designed to reinforce Ligo Sardines' longstanding association with Filipino households. Having been part of family kitchens for more than 70 years, the brand positions itself as more than a pantry staple, but as a product woven into family memories and shared experiences across generations.

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For Leron Leron Sinta, the creative challenge was balancing nostalgia with contemporary relevance while staying grounded in everyday Filipino culture.

"What really connected the concept to Ligo is how the idea perfectly matched the brand's goal of showing a heritage of love and connection passed from one generation to the next. As a heritage brand, we wanted to show that Ligo is timeless. We wanted it to be nostalgic but at the same time make the current generation relate to it, but in a masa way," said Rya Suarez, art director at Leron Leron Sinta and one of the creatives behind the campaign.

Beyond its emotional storytelling, "Butterfly" reinforces Ligo Sardines' emphasis on consistency and quality over the decades, positioning the brand as an enduring part of Filipino family traditions. Through the campaign, the company aims to underscore how products with a long history can continue to build relevance by connecting shared cultural beliefs with universal themes of family, legacy and belonging.

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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