#BastaFriedICrispyFry® campaign expands with new dishes, deeper connections, and a trusted new face
The nation’s top breading mix brand, Crispy Fry®, has launched its “Eat Campaign,” a novel twist on home-cooked meals that extends beyond fried chicken, further igniting Filipinos’ passion for fried cuisine. With innovative dish ideas like the Fry Feast Platter, which includes Fried Tofu, Mojos, and Potato Wedges, Crispy Fry® demonstrates that it is still a versatile kitchen staple for a variety of palates and events.
This year, the company introduces Ian Veneracion, a timeless and well regarded figure in Philippine entertainment, as its newest endorser, bringing an exciting new energy to Filipino homes.
Best known for his versatile roles and family-oriented image, Ian Veneracion now serves as the official face of Crispy Fry®’s 2025 campaign. With a showbiz career that spans over four decades, Ian has earned the trust and admiration of generations—especially mothers and homemakers who resonate with his dependable, warm, and relatable persona.
“Crispy Fry® is a staple in countless Filipino homes, and we are excited to welcome Mr. Ian Veneracion as our brand ambassador,” said Daye Magno, Department Head of Marketing at Ajinomoto Philippines Corporation. “His credibility and enduring connection with Filipino families make him the perfect partner to represent our message: that Crispy Fry® brings ease, flavor, and joy to everyday meals.”
More Than Just Fried Chicken
Crispy Fry® has long been known for turning everyday fried chicken into a crispysarap experience. With variants like Original, Garlic, Spicy, and BatterMix, Crispy Fry® gives homemakers the freedom to serve crispy and delicious meals — every single time.
For 2025, the campaign broadens this appeal, inviting families to try more creative dishes through the Fry Feast Platter and explore how Crispy Fry® can bring life to more than just chicken. Whether it’s golden-crisp tofu or perfectly seasoned mojos, Crispy Fry® is a must-have pantry staple for effortless yet flavorful cooking.
“As someone who enjoys preparing meals for my family, I appreciate how Crispy Fry® makes cooking not only easier but more exciting,” shared Ian Veneracion. “It’s reliable, delicious, and versatile — just like how I approach the roles I take on.”
“Basta Fried, i-Crispy Fry®”
The brand’s dedication to making every fried dish a guaranteed success is encapsulated in the campaign’s revised call to action, “Basta Fried, i-Crispy Fry®.” It also invites more intimate, emotional ties with Filipino families and homemakers.
In an effort to encourage more Filipinos to love cooking at home, Ian Veneracion is spearheading a campaign that is spreading across several platforms through a series of TV ads and digital content.
The Ajinomoto Group has offices in 36 countries and regions, and sells products in more than 130 countries and regions. To learn more, visit www.ajinomoto.com.
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