A SIMPLE CRAVING from ECHO's prodigy Exp Laner Sanford Vinuya paved the way for ECHO Philippines’ partnership with one of Japan’s biggest convenience stores.
The ECHO-Lawson partnership was born out of a bizarre yet fateful night after a conversation between Sanford and ECHO’s Country Manager, Mitch Liwanag, during the 2023 Mobile Legends: Bang Bang Southeast Asian Cup in Cambodia.
“So that time noong nasa Cambodia kami, parang nag crave si Fordy (Sanford), nanghihingi siya ng Lawson Chicken. Eh wala naman akong mahanap that time! Medyo nagtrend yung conversation namin ni Sanford,” Liwanag said in an exclusive with Jan Marcus Montevirgen, student journalist from the University of Santo Tomas.
The viral conversation caught the attention of Lawson and prompted a delivery of something more than just chickens. Lawson is a leading convenience store franchise headquartered in Japan.
“So ayon, doon kami kinontact ni Lawson na once we got home magse-send daw sila ng chicken, and doon nagstart lahat,” Liwanag said.
“Nagulat kami Lawson actually invited us sa Headquarters nila and then ayon doon nagsimula lahat ng partnership.”
According to Liwanag, the team usually watches movies at night and would go out to get food at 7-Eleven. But the players had enough from 7-Eleven and wanted something different. In their search for a new convenience store, they discovered Lawson and its fried chicken.
But prior to Sanford's hankering for fried chicken, it had been samgyeopsal that the prodigy Exp Laner always asked for.
Sanford “Picky Eater” Vinuya
“Si Sanford, mahilig yan sa samgyupsal,” the Liwanag said when asked what Sanford's favorite food was.
Romantic Baboy was the team's usual haunt in the past, but when they got to taste elevated cuisine in Cambodia, everybody's palates became more discerning, particularly Sanford.
Sanford's food standards went up to the point where he didn't want to eat at any Korean restaurants in the Philippines. According to Liwanag, the group, including Sanford, admitted that their palates became more cultured after their stint in Cambodia.
“After kumain ni Fordy doon, ayaw na niya kumain ng samgyup sa Pilipinas,” Liwanag said.
“Ayoko na ng samgyup dito!” Liwanag added, imitating Sanford.
The group, who frequents samgyupsal chains, prompted Lawson to release a bundle dedicated to ECHO’s favorite food.
“That is why yung nilabas ni Lawson na bundle, it’s the samgyupsal. Iyon talaga ang craving nila. Hindi na namin kailangan lumabas kase may samgyup na sa bahay.”
The biggest eater in the boot camp
Even with Sanford’s picky eating and cravings, it turns out that he wasn’t the biggest eater in the boot camp.
“Si Sanford, tumitikim lang siya. Kapag masarap matakaw. Pero ang pinaka matakaw dito, si Yawi at si Karl malalakas kumain.”
If they have Sanford as the picky eater, Karl "KarlTzy" Nepomuceno was not. According to Liwanag, Karl has the biggest appetite in the team.
“Si Karl, hindi maarte sa pagkain pero malakas kumain yon, lakas talaga kumain nung batang yon.”
Even though they like meat, the management ensures that they eat vegetables but the players are also picky about what vegetables they will eat. But if it was sinigang, it's a different story. Sinigang na baboy is a favorite dish of Yawi and KurtTzy, and is a usual request in the boot camp. According to insiders, ECHO needs to cook at least 14 cups of rice grain every day, which easily vanishes whenever sinigang is on the menu.
Lawson’s Unwavering Support
The country manager expressed happiness when they felt the support Lawson gave them to the point where the company said something that surprised them.
“For me yung support nila (Lawson), kung makikita niyo ngayon may mga branches na binihisan nila ng Echo. So doon nag-start na parang nakaramdam kami na ‘Ah kasi before wala kami ganitong kalaking partnership,’” said Liwanag.
Today, if you visit some Lawson branches, you will see the stores decked in ECHO's branding and merch as a tribute to the M4 World Champions.
“Noong nakita namin na talagang todo support sila, may sinabi pa nga sila samin na kapag nakapasok kami ng M5, pati yung Nagoya, Japan branch bibihisan nila,” said Liwanag.
The Japan-based convenience store gave ECHO a sizable budget to accommodate their needs in any Lawson branch.
“Sobrang saya namin kasi pag nagpunta kami sa Lawson, kuha lang nang kuha yung mga players. Libre sila. They actually gave us a budget. Pati yung team 2, nagsa-shopping sila doon sa any branches,” Liwanag said. “Sobrang laking tulong sa amin ni Lawson. Kaya it’s actually a big reputation ng brand.”
Now, Lawson is one of ECHO's biggest sponsors, and it all started with Sanford's simple craving for fried chicken. With an unlimited supply of the tasty treat, what will be Sanford's next craving?
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