Eats More Fun in The Philippines, new DOT Campaign

Philippines, DOT, gastronomy, marketing campaign

A funny video campaign with celebrities and the support of the local fast food chain Jollibee is looking at attracting foreign travellers to discover gastronomy delights of the archipelago. The Philippines is actually one of the last countries in Asia to embrace gastronomy tourism…

Let’s be frank. For a long time, the Philippines have not been considered as a food paradise, compared to its ASEAN neighbours such as Thailand, Singapore, Indonesia, Malaysia or Vietnam. Gastronomy was indeed absent as such of most tourism campaigns. But this is due to change, under State Secretary for the Department of Tourism, Bernadette Romulo-Puyat.

“More and more people are travelling not just to see the sights, but to discover new cuisine. And we believe that one of the best ways to explore the Philippines and experience the country’s culture is through our numerous and unique food offerings. This is why we decided to create a campaign that truly highlights the Philippines as a great food destination. We couldn’t have found a better partner in this fun and exciting campaign than the country’s pride and most beloved fast food chain, Jollibee” shared the Tourism Secretary.

In September, the Department of Tourism (DOT) and its partner Jollibee officially launched a three-minute documentary entitled “The Pinoy Table.” The video is the centerpiece of the “Eats More Fun in the Philippines” campaign, an adverting offensive meant to promote Filipino cuisine to a worldwide audience. The documentary features three local celebrities- Chef JP Anglo, Chef Jordan Andino and comedian Mikey Bustos who share together their joy, fun and taste for Filipino food. They also mention the originality of FIlipino cuisine, which combines Asian flavours with influences from Spain, Latin America and the United States. A combination of sourness and sweetness is probably what defines best local cuisine of the Philippines.

“We are very proud and happy to support the team of DOT led by Secretary Berna Romulo-Puyat on this noteworthy campaign. 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. Even as Jollibee has been bringing langhap-sarap food to countries all over the world, we want to do our part as a proudly Filipino company to make people more aware of the many unique and sumptuous Pinoy dishes we have, and in doing so invite travelers to taste the Joy of eating first-hand,” shared Jollibee Global Brand Chief Marketing Officer and PH Marketing Head Francis Flores during the official presentation to the public.

Produced to go viral on the digital sphere, the video was viewed already 15 million times up to Sunday October 12. A true success…