Integrated marketing communications campaign for Rackuz Crispy Pata and Crispy Ulo

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

Nelson B. Guillen

Defense Panel Chair

Raymond Vergara

Defense Panel Member

Joseph Emil Santos
Alice De Guzman


Rackuz is a Casual Dining Restaurant that offers a wide variety of Filipino food choices at affordable prices. Its flagship products are Crispy Pata and Crispy Ulo. The business was severely affected when the government announced several lockdown measures last year due to the ongoing COVID-19 Pandemic. Nevertheless, Rackuz was able to transition its operations online through take-out and delivery. Over the years, the brand has proven its value in the foodservice industry, having three operating branches, several TV exposures, and being ranked number five, as must-try Crispy Pata in the Metro by the top online magazine in the Philippines.

This integrated marketing plan aims to increase brand awareness through social media platforms to widen the brand’s reach and boost consumer-brand engagement. It also intends to increase brand credibility, strengthen its present distribution channels and introduce additional platforms to cater convenience and promote its products, in the form of launching a company website and partnering with a third-party logistics provider to provide an e-Commerce microsite. The primary target market of this campaign are 25 - 40 years old, living in nearby cities, specifically Quezon City, Manila City, San Juan City, Marikina City, Mandaluyong City, and Pasig City, belonging to classes upper B and lower C.

The main financial objective of this marketing plan is to convert 10% of its estimated branch reach through social media with a total budget of Php 116,600, which shall be used through Facebook and Instagram boosted posts, budget for creative labor, launching and maintaining its additional distribution channels, providing food seal stickers for take-out orders, and allotment for sales promotion.

This proposed campaign starts in the third quarter of 2021, which mainly involves planning and negotiations. By September, the marketing plan shall start posting and launching its renewed and improved social media contents and additional distribution channels in preparation for the holiday season. To monitor its success, the management shall observe the number of consumer engagements, inquiries, and business transactions, which should align with the campaign’s statement of expectation.

Abstract Format






Physical Description

101 leaves, color illustrations


Advertising—Restaurants--Philippines; Rackuz Crispy Pata and Crispy Ulo (Philippines)--Marketing; Internet marketing--Philippines

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