PAWNSHOP pioneer Villarica made history in this year's Marketing Excellence Awards (MEA) when its campaign "Dapat SURE Ka. Dapat Villarica." received seven trophies — besting the six-award record set for a single campaign by Doritos in 2021.
Villarica's SURE campaign earned two Gold awards for Excellence in Consumer Insights and Media Strategy; three Silvers for Excellence in Brand Strategy, Customer Engagement, and Brand Awareness; and two Bronzes for Excellence in Advertising and Experiential Marketing. The company also won Silver for Marketing Leader of the Year for Hans Lerwyn Villarica.
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