Manila, Philippines – Coca-Cola has relaunched its Balikbayan programme for a third consecutive year, offering Filipino-Canadians an opportunity to send packages to family and friends in the Philippines during the holiday season.
The initiative, run in partnership with nine Sari-Sari stores across the Greater Toronto Area, will provide 600 complimentary, custom-designed Balikbayan boxes. Shipping costs will also be fully covered, enabling senders to include gifts and essential items without additional expense. Deliveries will be handled by ‘Atin-Ito’, a Filipino cargo and remittance firm in Toronto, with an expected delivery window of 12 to 16 weeks.
This year’s campaign places a spotlight on Tita Rosita, owner of the Philippine Oriental Food Market, regarded as Toronto’s longest-running Sari-Sari store. A well-known figure within the Filipino community, she has long helped customers send Balikbayan boxes to the Philippines. The campaign follows her as she prepares to deliver a box of her own during a surprise trip to Manila, marking her first reunion with loved ones in 15 years.
“In Tagalog, the word Balik means to ‘return’, and bayan to ‘the country’,” says Tita Rosita, owner of the Philippine Oriental Food Market in Toronto. “I’ve been away for so many years and to bring a Balikbayan box home myself and see my family again, it’s hard to put into words. My heart is so full.”
Stephanie Eaddy, cultural marketing lead at The Coca-Cola Company, said the programme has continued to resonate strongly with the community.
“The community’s response to the Balikbayan program over the last two years has been truly inspiring, and we are delighted to bring the program back,” she said. “It’s such a wonderful tradition, full of generosity, love, and togetherness, and we’re proud to continue to be part of it.”
The complimentary boxes will be available from November at participating Sari-Sari locations, while supplies last. These include:
- Philippine Oriental Food Market, 1033 Gerrard St E, Toronto
- KIKO’S Restaurant, 3770 Bathurst, North York
- Pinoy Mini Stop, 794 Wilson Ave, North York
- Ba-on Filipino Store, 549 St Clair Ave W, Toronto
- Manila Bakery, 40-C Dundas St East, Mississauga
- Bernard’s Pilipino Store, 1534 Queen St W, Toronto
- Tagpuan Restaurant, 707 Kennedy Road, Toronto
- Tagpuan Restaurant, 1740 Victoria Park, Toronto
- H’s Beauty Studio, 301 Cook Rd, North York
The Christmas initiative was first produced by the company last year, featuring Tita Rosita as well.
