Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories



Ramon V. Del Rosario College of Business


Marketing and Advertising

Thesis Advisor

Luz Suplico Jeong

Defense Panel Chair

Mary Julie Balarbar

Defense Panel Member

Tirso Cinco
Avin Ong


The pandemic has significantly changed the lives of the people. Not only did it cause a global health crisis, but it has significantly impacted the business sectors, which crippled economies on a global scale.

NYFD or New York Fries and Dips, an F&B player selling french fries in the Philippines, was not spared from the effects of the pandemic. The brand, which has been operating in the Philippines since 2002, was acquired in 2018 by the Fredley Group of Companies. The company aims to rebrand NYFD to cater to the mass market. However, the brand has been experiencing challenges due to the different factors brought about by the pandemic.

The UAI survey revealed that even though most of the target consumers, which is primarily composed of Gen Zs and Millennials, are aware of NYFD, the brand lacks top-of-mind awareness during the pandemic. Likewise, the study showed the target market's behavior changes and snack preferences during the pandemic. Conversely, the survey results also revealed that NYFD's variety of fries, dip, and powders are a differentiator that the brand can leverage against its competitors.

The integrated marketing communications campaign hopes to help NYFD highlight its advantages and solidify its positioning. The researcher recommends that the brand highlights its wide variety of offerings and communicates how consumers can mix and match their french fries according to their preferences and cravings.

Due to the limited resources for marketing and with most consumers becoming more reliant on digital for necessities and leisure, the researcher created a cost-efficient six-month campaign that heavily focuses on digital. Guided by the AIDA Model, the integrated marketing communications campaign can intensify the brand's presence throughout the markets' consumer journey stages through social media marketing, search engine marketing, public relations, direct marketing, and sales promotions.

Abstract Format






Physical Description

188 leaves, color illustrations


Branding (Marketing); New York Fries and Dips (Philippines)--Marketing; French fries--Philippines--Marketing

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