#BastaFriedICrispyFry® campaign expands with new dishes, deeper connections, and a trusted new face

Crispy Fry®, the country’s #1 breading mix brand, continues to ignite Filipino love for fried food with the launch of its “Eat Campaign”, a fresh take on home-cooked meals that goes beyond just fried chicken. With new dish inspirations like the Fry Feast Platter — featuring Fried Tofu, Mojos, and Potato Wedges — Crispy Fry® proves it remains a dynamic kitchen essential for all tastes and occasions. 

This year, the brand brings an exciting new energy to Filipino households by introducing its newest endorser: Ian Veneracion, a timeless and widely admired figure in Philippine entertainment. 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 crispy sarap 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®”

At the heart of the campaign is a renewed call to action: “Basta Fried, i-Crispy Fry®.” This tagline captures the brand’s commitment to making every fried dish a guaranteed success, while also inviting more personal, emotional connections with Filipino homemakers and families.

The campaign is on a roll across multiple platforms with Ian Veneracion leading the way in a series of TV commercials and digital content aimed at inspiring more Filipinos to enjoy cooking at home.