Forget your standard fun runs where you just pound the pavement for a medal. Puregold—yes, your go-to for all things grocery—just blended fitness, family bonding, and the Filipino national sport of “hakot” (to gather/haul a lot of items) into one massive, adrenaline-pumping party!

On November 22nd, Burnham Green Park in Luneta wasn’t just a historical landmark; it was the site of the inaugural Puregold Hakot Relay Run, and the energy? Phew! It was absolutely contagious.

From Aisles to Athletics: The “Hakot” Concept Gets a Thrilling Upgrade

For years, the word “hakot” has been synonymous with Puregold. It’s the satisfying rush of filling your cart (or basket, or bayong) to the brim. But they didn’t just stop there.

Puregold transformed this fun, relatable activity into a large-scale community engagement platform. It’s a genius move that speaks directly to their long-term focus: building loyalty by building community. This wasn’t just about selling groceries; it was about creating a shared experience.

Thousands Show Up: Why This Wasn’t Your Lolo’s Fun Run

The turnout was absolutely massive. We’re talking thousands of participants showing up, ready to run, strategize, and bond. That kind of strong turnout isn’t an accident; it demonstrates the brand’s power to mobilize and connect with people on a human level.

Puregold President Vincent Co, who even led the first wave of runners (talk about leading by example!), hit the nail on the head. He shared, “Wins come in many forms. This is a new one for us, as Puregold tries to create moments where families, friends, and communities can connect. This Hakot Relay Run gave us a chance to do exactly that.”

It’s about celebrating those everyday wins, whether it’s crossing a finish line or stocking your pantry!

The Strategy Segment: It’s Not About Speed, It’s About the Swag!

The core of the event was a three-kilometer relay run for teams of three, but here’s where the twist comes in. This wasn’t about who could finish fastest. It was about strategy.

Teams competed in a designated “hakot” segment where runners had to strategically grab grocery items and stuff them into their exclusive race sling bags before tagging their next team member.

Can you imagine the scene? Vibrant, adrenaline-filled, and a little chaotic! Families, barkadas (groups of friends), and whole communities were yelling, laughing, and figuring out the best way to load up the swag. It brought people together in a way only a shared, slightly ridiculous, and totally fun challenge can.

A Sunset Celebration: OPM and P-Pop Light Up Luneta Park

As the sun began to set, the fun didn’t stop. Puregold turned the venue into a full-blown party with a spectacular Sunset Concert.

The park was filled with live music from some of the hottest OPM and P-Pop acts around, including KAIA, G22, Press Hit Play, and the dynamic duo BREKA (Brent Manalo and Mika Salamanca). It officially transitioned the event from a race to an afternoon celebration for all the families and fans who came out.

And the best part? Every single runner was a winner. They all took home an official race singlet, a grocery sling bag, and a commemorative Puregold Hakot Relay Finisher’s Medal. You literally ran, got fit, and went home with groceries—a total win-win!