Adobo, Pancit Palabok, and Jolli Favorites Take Center Stage in DOT’s Latest Campaign
by Anne Marielle Eugenio, September 19, 2019 9:16pm
When you eat Filipino food, you taste love, family, and tradition, and that happens in every recipe, in every restaurant. Not a lot of cultures are able to do that.
The Department of Tourism, in partnership with global fast-food chain Jollibee, shifts the focus to one of the factors that can further showcase our country: food.
Now, we have the platform to present our food globally through the campaign titled “Eats More Fun in the Philippines.” And to make that possible, Jollibee, a proudly Filipino brand, supports the cause. Through the campaign, the famous bee not only promotes its langhap-sarap food, but the Philippines’ world-class cuisine, too.
“I would say that Filipino cuisine and the Filipino dining experience gives more soul than most countries. When you eat Filipino food, you taste love, family, and tradition, and that happens in every recipe, in every restaurant. Not a lot of cultures are able to do that,” Chef Jordan Andino said.
“We believe that the Filipino food truly has what it takes to be a globally-known cuisine—this is what we have been championing as a brand as well,” Jollibee Global Brand Chief Marketing Officer and PH Marketing Head Francis Flores said.
That said, our country is a fusion of flavors every person would want to have a taste of. It shows what the Filipino culture is—the cuisine is as diverse as the Filipino tribes and islands, but still manages to unite and be Filipino inside and out. The campaign kicks off with a video starring Chef Jordan, Chef JP Anglo, and Mikey Bustos.
The campaign video is just the start. According to DOT Secretary Berna Puyat, DOT is now in talks of how to further promote Eats More Fun in the Philippines campaign, which will run for three years.
The campaign does not only showcase our cuisine, but also our culture—of how food is not just something we eat, but also a reason for gathering people together. When Filipinos serve you food, always expect a fiesta! Dig in into the country’s feast of flavors!
With this, expect more sense of awareness for both locals and tourists about each region’s versions of delicacies. As this is one way of celebrating our cuisine, Secretary Puyat said this is will also honor people like farmers who work hard to provide food.