Lucky Me! Pancit Canton has been a household name for years. Many family means and meriendas have been shared with Lucky Me at the center of it. Unfortunately, this does not shield the brand from controversy.
In order to increase engagement among loyal brand followers and renew the love for pancit canton, Lucky Me created the #PassThePancitCanton challenge.
The campaign tapped 9 social media headliners (mega influencers) to create video content, passing a serving of Pancit Canton to the next person.
The #PassThePancitCanton Challenge was a success with more than 3.9 million views and 540,000+ engagements.
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