R. Lapid’s sees sports involvement as a good marketing vehicle
THE COUNTRY’S well-known makers of chicharon and barbecue that have become an instant attraction to Filipinos is also active in sports.
Yes, R. Lapid’s Chicharon and Barbecue also upholds a healthy lifestyle and it came as no surprise why the company got involved in different sports disciplines — from dragon boat to triathlon and its latest venture, basketball.
Ryan Lapid, the company’s AVP for Marketing, shared the company’s vision to BusinessWorld as to why their group has been actively involved in promoting sports.
“Filipinos love to eat, especially food like barbecue, chicharon or even lechon. But while we love to eat, we also have to realize we have to be conscious of our health, which is why we’re actively involved in sports,” said Mr. Lapid.
R. Lapid’s latest involvement was supporting a team in the Marikina City Basketball League ( MCBL) and the team made it all the way to the championship round before losing to the more experienced NLEXSCTEX Road Warriors coached by Jojo Lastimosa.
For Mr. Lapid, getting involved in sports and using it as a marketing vehicle is the right direction.
“We, Filipinos are sportsminded, particularly in the game of basketball,” added Mr. Lapid. “We believe that it’s a good marketing vehicle for promotions and we’re loving the result.”
R. Lapid’s competitors, among them include Andok’s Manok and Chooks-To- Go are also involved in sports one time or another.
Andok’s used to be a supporter of the San Juan Knights in the now defunct Metropolitan Basketball Association. ChooksTo- Go, on the other hand, is the staunch backer of the Gilas Pilipinas national team.
Gradually, R. Lapid’s is making its presence felt in the sporting scene and the second place finish in the MCBL is hopefully a good start for great things to come. —