Tag: Julie's Bakeshop

Philippines – Filipino artist Kim Chui’s face has been covered in Julie’s Bakeshop’s tarpaulins in a Davao City branch. This follows her delivery of a controversial spiel on a variety show, believed to be aimed at former Philippine president Rodrigo Duterte.

After photos of the incident went viral on social media, the actress shared photos of a letter penned by Julie’s Bakeshop along with goods from the brand.

Last week, Kim Chui faced backlash after her “deserve” spiel on ‘It’s Showtime’ was believed to be targeted at Duterte, who is currently under the custody of the International Criminal Court (ICC) due to charges of crimes against humanity during his drug war in the Philippines. 

Supporters of Duterte are believed to be behind the cover-up of the actress’ face on the tarpaulins.

Kim Chui has since addressed the controversy surrounding her spiel, explaining that she was merely reading from a teleprompter.

Duterte, known for his crackdown on drug dealers in the Philippines during his regime, previously served as mayor of Davao City for over two decades.

The Philippine National Police, acting on an ICC-issued warrant, arrested Duterte on March 11, 2025. Duterte was brought to The Hague with his lawyers and supporters claiming he was abducted.

The charges are related to the alleged extrajudicial killings during his presidency from 2016 to 2022.

MARKETECH APAC has reached out to Julie’s Bakeshop for more information on the incident.

Manila, Philippines – As the company celebrates its 40th anniversary, Filipino bakery Julie’s Bakeshop has launched a new campaign with local-based creative agency GIGIL, centered around the theme of dealing with ageist remarks toward middle-aged women, or the so-called ‘tita shamers’ – tita being the Filipino equivalent of an aunt. 

The campaign opens as two titas are seen doing exercises in a gym. They are then mocked by a man who begins to blurt out discriminatory remarks such as telling them that the aerobics section is on the other side of the building, or chiding them to take care of their manicured nails, as well as mocking them to take their prescribed medication. Then Auntie Julie, the face of Julie’s Bakeshop, enters the scene and ‘kneads’ the man to become dough and then baked into bread.

Ending with a message of #StopTitaShaming (#StopAuntieShaming), the campaign aims to remind that that despite being relatively in their 40s, the titas are still capable of doing things, just like how Julie’s Bakeshop is committed to baking fresh bread after 40 years since its establishment in 1981.

“When you say ‘Auntie,’ it doesn’t automatically mean you’re talking about women who are stuffy and formal. Aunties can be cool and very dynamic. Our founder, Mrs. Julie Gandionco, was already in her 50s when she decided to start her own bakeshop. Now it’s grown to a network of more than 450 stores all over the Philippines,” said Marc San Juan, national marketing head of Julie’s Bakeshop.

To date, the film has garnered more than 1.8 million views on their Facebook page alone, with 20k shares across the platform.