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Puregold has masterfully reimagined a beloved Filipino pastime into a major platform for community connection through its inaugural Puregold Hakot Relay Run, held at Luneta’s Burnham Green Park.
The event on November 22 drew an impressive crowd, with attendance reaching the thousands. This powerful turnout underscores the retailer’s strategic commitment to initiatives that foster community while simultaneously driving brand and customer growth.
Merging fitness, entertainment, and Puregold’s signature “hakot” shopping experience, the three-kilometer relay offered a fresh take on the standard fun run. Teams of three competed not on pace alone but on clever strategy, navigating a dedicated hakot segment where participants gathered grocery products to fill their sling bags before tagging their next teammate. The result was a dynamic, high-energy spectacle that united families, friends, and neighbors in a celebration that was distinctly Puregold.
Complementing the race, Puregold hosted a vibrant Sunset Concert at the venue. OPM and P-Pop acts including KAIA, G22, Press Hit Play, and the duo BREKA (Brent Manalo and Mika Salamanca) energized the park with live performances, transforming the relay into a full-scale afternoon festival for families and music fans.
Every runner emerged a winner, receiving an exclusive Puregold Hakot Relay Finisher’s Medal, an official race singlet, and a specially designed grocery sling bag created to commemorate this first-of-its-kind event.
The Puregold Hakot Relay Run embodies the company’s wider mission to elevate Filipino communities and honor life’s everyday victories.
Puregold President Vincent Co, who spearheaded the first wave of runners, stated, “Victories take many shapes. This event represents a new one for us, as Puregold strives to create moments where families, friends, and communities can truly bond. Our Hakot Relay Run provided the perfect opportunity to achieve just that.”
The resounding success of this innovative relay confirms the significant potential of creative, community-centric campaigns to not only strengthen brand connection but also to profoundly deepen customer loyalty.
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NeP-C Ledesma is a millennial writer and entrepreneur full of curiosity about our abstract world. She devours Psychology, food, Philosophy, and prefer cats as her all-time company. Pop Culture is her kryptonite.
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NeP-C Ledesma
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