MR.DIY Philippines Celebrates Silver Win for Culturally Rooted Sinulog Campaign

MR.DIY Philippines has once again proven its knack for blending cultural authenticity with retail innovation, earning a Silver award at the Marketing Excellence Awards 2025 for its Sinulog campaign, “Welcome to the FAMILYhan.” The event, held on August 8 at the Grand Hyatt Manila, recognized the home improvement retailer in the Excellence in Multilingual Marketing category, highlighting its ability to engage audiences through language, tradition, and genuine community connection.

The award-winning campaign brought MR.DIY back into the heart of Sinulog, one of the country’s most vibrant festivals, with a localized approach that spoke directly to Cebuano pride. By incorporating Cebuano, Tagalog, and English across digital platforms, in-store signage, and on-ground activations, MR.DIY transformed its participation into a cultural celebration that resonated with festivalgoers. “This award means more than just recognition,” shared Roselle Andaya, Chief Executive Officer of MR.DIY Philippines. “It reflects the value of listening to our communities. We returned to Sinulog with a deeper understanding of Cebuano culture—and the response was truly heartwarming.”

Beyond the multilingual triumph, MR.DIY was also named a finalist in the Excellence in Cause Marketing category for its “Good Bag Campaign.” This eco-driven initiative encourages customers to opt for reusable eco-bags while supporting charitable causes, underscoring the brand’s alignment with sustainability and social impact.

Celebrating Culture, Driving Purpose

The Silver award reinforces MR.DIY’s commitment to honoring local traditions and speaking the language—both literal and cultural—of the communities it serves. By actively embracing regional heritage, MR.DIY strengthens its position as “The Familyhan for Every Filipino Household,” offering more than just affordable home solutions; it offers a sense of belonging.

As the brand celebrates this milestone, it continues to champion purposeful marketing—campaigns that not only drive engagement but also foster cultural appreciation, environmental responsibility, and social good. For MR.DIY, this recognition is not a finish line but a motivator to deepen community ties and create more initiatives that reflect the Philippines’ diverse identities.

With its eyes set on future projects, MR.DIY promises to carry forward the same spirit that made its Sinulog campaign a winner: one rooted in understanding, celebrating, and serving the heart of every Filipino community.