Puregold bets on events and culture to connect with shoppers

Puregold President Vincent Co is steering the retailer toward experiential marketing, leveraging the Hakot Relay Run and Puregold CinePanalo to attract younger consumers.

Puregold Price Club Inc. President Vincent Co is steering the retailer toward experience-led and community-oriented initiatives meant to deepen engagement beyond the usual grocery run.

Hakot Relay Run: turning tradition into teamwork

Its latest effort, the Hakot Relay Run, gathered more than 8,000 participants and turned the familiar Filipino “hakot” practice into a team relay activity. The event also gave partner brands direct exposure and drew more foot traffic through a post-run concert.

Vincent said the initiative reflects a broader push to embed Puregold in cultural and community spaces. The company’s growing slate of experiential projects—such as Puregold CinePanalo and OPM CON aim to create recurring touchpoints with consumers, particularly younger shoppers. Puregold has also expanded its digital presence through the Puregold Channel and collaborations under its Nasa Atin ang Panalo campaign.

“Innovation matters because of the value it delivers to our communities,” Vincent said, noting that the company wants to create value through both pricing and experiences tied to Filipino culture.

Strategy pays off in revenue

Puregold recently reported higher store sales and improved revenues, attributing the gains to stronger consumer perception and increased brand visibility. Vincent said the company remains focused on programs that blend culture, entertainment, and commerce as it adapts to shifting consumer expectations and a more competitive retail landscape.

 

 

The leading retailer is moving past traditional retail, using events, concerts, and digital campaigns to deepen community ties and attract younger consumers, including the Hakot Relay Run and Puregold CinePanalo.

 

 

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