Tag: Philippines

Manila, Philippines – Jollibee Foods Corporation has recently disclosed that it has signed an agreement with a subsidiary of Titan Dining LP (Titan Fund) for the transfer of ownership and management of the Tim Ho Wan business from Titan Fund to Jollibee Group’s wholly owned subsidiary, Jollibee Worldwide Pte. Ltd (JWPL). 

This will be effected through the transfer of ownership of 100% of Tim Ho Wan Holdings Pte. Ltd. (TPL), the holding company of the Tim Ho Wan business, from a subsidiary of Titan Fund, to JWPL. Completion of this transaction is subject to closing conditions. After which, TPL shall be consolidated into Jollibee Group’s portfolio and financial reports.

Tim Ho Wan, with around 80 global store footprint across 11 countries, will be the flagship brand for Jollibee Group’s Chinese Cuisine segment. This brand is known for bringing the best of Hong Kong to the world through its world-renowned dishes Barbecue Pork Buns and other specialties such as the Steamed Rice Roll stuffed with Barbecue Pork, Pan Fried Turnip Cake and Steamed Egg Cake.

JWPL has held a 92% participating interest in Titan Fund since January 2024. Accordingly, its cash payment for the transaction shall only be the amount of SGD20.2m, corresponding to the 8% participating interest held by the other investors in Titan Fund. 

Manila, Philippines – As generative AI quickly transforms industries and everyday life, Filipino prosumers — those at the forefront of technological adoption — are voicing a major sentiment: while embracing AI is essential, retaining a human touch is equally vital. This is according to the latest survey conducted by HAVAS Ortega.

In the survey, it noted that tech-savvy individuals, representing 15-20% of the population, prioritise a balance between innovation and human-centric practices. They acknowledge the revolutionary potential of AI while expressing deep concerns about its societal implications.

It is worth noting that rhe excitement surrounding AI is evident, with 94% of Filipino prosumers recognising its ability to transform things in multitude of ways. Around 86% believe it can enhance productivity at work and school. Yet, this enthusiasm is tempered by anxiety with nearly half (49%) foresee job losses due to AI advancements, and 52% worrying that AI may eventually surpass human intelligence. 

The survey also highlights the need for brands to integrate AI in ways that prioritize human needs. Filipino prosumers envision a future that is inclusive, ethical, and respectful of individual rights. A significant 68% express concerns that AI could widen the digital divide, potentially leaving behind those without access to advanced technologies. 

Furthermore, many prosumers (47%) worry about the ethical implications of AI, fearing it could restrict personal autonomy. A striking 43% are concerned about constant surveillance and the unauthorised collection of personal data. 

With the world going more digital, Filipino prosumers are gravitating towards brands that maintain a sense of humanity. Despite the growing reliance on AI tools, 80% still prefer human interaction over AI for customer service. This preference highlights a fundamental truth that while technology can streamline processes, it cannot replicate the understanding and warmth of genuine human connection.

Jos Ortega, chairman and CEO of HAVAS Ortega, said, “AI is becoming an integral part of our lives, influencing everything from how we work to how we access information. However, as we embrace this technology, we must also confront the tough questions about its impact on our values and humanity.”

He added, “Brands must not merely adopt AI technologies; they should also champion equitable use that serves everyone, rather than exacerbating existing divides. In the face of rapid technological change, preserving our humanity isn’t just important, it’s a competitive advantage. Brands that prioritize human connection will foster trust and loyalty among their customers.”

Manila, Philippines – Turning 45 is a milestone in itself, but global Filipino fast-food chain Jollibee wanted their fans in on the celebration – with the help of its iconic red bee mascot. To celebrate its 45th birthday in style, Jollibee partnered with GrabAds, the advertising arm of Southeast Asian superapp, Grab, for a dynamic and innovative full-funnel campaign. 

The month-long campaign, ‘Jollibee’s 45th Birthday Blowout’, ran from October to November 2023 and leveraged GrabAds’ diverse advertising formats to ignite customer excitement, boost purchase intent, and drive more sales. The campaign resulted in a 25x return on ad spend (ROAS).

The objective: Deliver a nationwide celebration for Jollibee via Grabads 

Tapping into the unique ecosystem features and capabilities of GrabAds’ retail media network (RMN), including rich first-party transaction data, Jollibee ads were strategically served to consumers who had the intent to order food on Grab, making them more likely to seek out Jollibee’s offers.

Jollibee’s campaign with GrabAds also tapped into creative ad formats on the Grab platform, including GrabFood pop-ups, Masthead, and Native Homepage ads. The key campaign highlight was the delivery icon branding, which replaced Grab’s green rider icon that shows the real-time location of the delivery-partner, with Jollibee’s well-beloved red bee mascot.

These ads targeted hungry Filipinos across different stages of their buying journey – from discovery to purchase. Customers were also treated with freebies from Jollibee such as fries, pancakes, peach mango pie and Coke Float when they spent a minimum of PHP500 on Jollibee on GrabFood as part of the celebration during the campaign period.

Gianfranco Go, senior marketing manager at Jollibee Food Corporation, said, “Turning 45 is a huge milestone for Jollibee. As a Philippines’ homegrown brand, we wanted this birthday to be a national celebration. We were thrilled to see the fantastic results from the campaign with GrabAds. Their creative use of our iconic Jollibee mascot brought the campaign to life, truly resonating with our customers and driving strong engagement.”

He added, “This digital activation campaign is a first of its kind in the Philippines’ quick service restaurant industry, and we look forward to collaborating with GrabAds again for more innovative ad campaigns in the future.”

The results: Achieving 2.2x increase in purchase intent compared to Kantar norms 

Over the one-month campaign, Jollibee successfully celebrated its 45th birthday across multiple ad touchpoints on Grab, leading to a 2.2-fold increase in purchase intent. The campaign achieved remarkable success in driving recommendations, likely attributed to Jollibee being a well-loved local brand in the Philippines. The brand’s embodiment of Filipino identity and culture resonated strongly with the local audience, particularly with the emphasis on celebrating Jollibee’s birthday, potentially driving the audience to recommend Jollibee.

Jollibee was also able to achieve both brand-building and performance goals with a single campaign, according to a brand lift study conducted with Kantar, one of the world’s leading media insights and research for advertising. Key results included:

  • 25 times return on advertising spend (ROAS)
  • 13% uplift in platform sales
  • 17% increase in ad recall, which is 3 times higher than Kantar norms
  • 8% increase in purchase intent, which is 2 times higher than Kantar norms 

Ken Mandel, regional managing director and head of GrabAds and enterprise, commented, “It was a pleasure to have teamed up with Jollibee for their 45th birthday celebration to design a bespoke birthday campaign, which of course featured their iconic red bee mascot. This campaign was built on GrabAds’ unique retail media ecosystem, which made it possible to offer our customers innovative ad formats like delivery icon branding and a full-funnel campaign that engaged consumers across their buying journey.”

He added, “With first-party data that is powered by real consumer transactions, we were able to strategically target consumers who were already looking for something to eat, resulting in a strong uplift in both purchase intent and platform sales, and highlighting the success of our collaboration.”

Manila, Philippines – UnionBank and Mercury Drug launched the new UnionBank Mercury Credit Card – a one-of-a-kind credit card designed to reward consumers for prioritizing their health and wellness.

With the new UnionBank Mercury Credit Card, users are not only encouraged to stay on top of their health, but also to be rewarded for it. It is also is the country’s first card dedicated to rewarding health.

The new UnionBank Mercury Credit Card was completely reimagined to cater to a new generation of health-conscious consumers. The new modern design, featuring the iconic ‘Mercury Man,’ makes it not only visually appealing but symbolic of Mercury Drug’s decades-long commitment to promoting health and well-being.

With the special credit card, users are entitled to 5X rewards points on all health and wellness-related purchases — a benefit no other card currently offers. Whether consumers are buying medicines, vitamins, supplements, fitness gear, or paying for gym memberships and medical services, the card rewards their dedication to a healthy lifestyle by maximising every peso spent in these categories.

In addition to the points, the card offers no annual fees for life. Plus, cardholders will enjoy free annual physical exams and ambulance services every year.

The launch of this card marks a new chapter in the evolving partnership between UnionBank and Mercury Drug, underscoring their shared commitment to enhancing the lives of Filipinos through innovative financial solutions that support health and wellness goals.

Manoj Varma, consumer banking head of UnionBank of the Philippines, described the card as a groundbreaking financial product that stands out in the market. “This isn’t just another rewards card. The UnionBank Mercury Card is designed to meet the growing demand for wellness-oriented financial tools, and it does so with unparalleled value.”

Meanwhile, Vivian Azcona, president of Mercury Drug, shared her excitement about the partnership, noting that this card is more than a financial tool — it’s a symbol of Mercury Drug’s commitment to helping Filipinos lead healthier lives. 

“The UnionBank Mercury Card is designed to empower our customers to make healthier choices while being rewarded for it. It truly aligns with Mercury Drug’s vision of promoting health and wellness for all Filipinos,” she said.

Philippines – Women in marketing and tech are reshaping the industry with fresh perspectives and innovative strategies. As leaders, they break barriers and champion diversity. Their influence fosters an inclusive culture, inspiring the next generation of female marketers to thrive and make their mark in a dynamic field.

With a mission to recognise the empowered women who are making waves in the marketing and technology fields, MARKETECH APAC, in collaboration with its sister publication UpTech Media, is thrilled to announce the launch of its highly anticipated ‘Empowered Women Awards 2025.’

Centering on the tagline ‘Empowering Innovation, Elevating Women,’ the Empowered Women Awards 2025 highlights the inspiring journeys of women who have built successful careers and become catalysts for change. The awards go beyond recognition, serving as a testament to the strength and vision of women driving progress in the marketing and tech landscape. 

This awards ceremony builds on the success of previous iterations, such as the ‘Empowered Women Series’ and the virtual’ Empowered Women 2023: Marketing Conference & Awards,’ celebrating the extraordinary women transforming the marketing and technology sectors across Asia Pacific.

Scheduled to culminate in a prestigious in-person awards night on 26 September 2025 in Manila, this event promises to be a celebration of innovation, leadership, and the courageous spirit of women who are trailblazers in their fields. 

The Empowered Women Awards 2025 will showcase 46 categories, including individual recognition, marketing campaigns, tech innovations, special awards, and the grand prix. Each category will honour three (3) winners, awarded Bronze, Silver, and Gold distinctions.

Judging criteria and eligibility will vary by category. Entries will open in November this year, with the judging process taking place in 14-25 July 2025.

Teddy Cambosa, regional editor at MARKETECH APAC, said, “We’re excited to finally launch our ‘Empowered Women Awards 2025’, as we believe that empowering women in the marketing and technology space is not only about closing gaps—it’s about recognising their immense contributions and unleashing their full potential. By celebrating their leadership, creativity, and innovation, we foster a more inclusive industry where diverse voices drive progress and inspire the next generation of trailblazers. When women are seen, heard, and valued, the future of these fields becomes limitless.”

To find out how to participate in this prestigious award series, click HERE to learn more about the Empowered Women Awards 2025.

For sponsorship opportunities, please contact Joven Barcenas ([email protected]); for judging opportunities, please contact Ivy Alamo ([email protected]); and for nominations, please contact Denise Obispado ([email protected]). 

Manila, Philippines – Doña Elena Olive Oils is elevating home-cooked meals, giving them a sense of luxury in a new campaign with BBDO Guerrero. 

The campaign, which shows a family sharing home-cooked dishes, incorporates opera to highlight how Doña Elena elevates the dining experience. It features the song ‘Habanera,’ from the French opera Carmen to provide a sense of nobility.

With the tagline ‘Feast like a Doña. Cook with Doña Elena,’ the campaign emphasises that through the brand’s olive oils, families can experience gourmet dining experience at home.

Dishes like pampano, paella, salpicao, and pasta were featured in the campaign video as having been upgraded through Doña Elena olive oils.

Doña Elena is a brand owned by Fly Ace Corporation and was launched in 1998.

“Our goal with this spot was to highlight the elevated experience that comes with using Doña Elena Olive Oils. These products aren’t just for cooking; they bring an authentic touch to home-cooked meals. We’re excited to reintroduce this creative twist that perfectly captures the essence of the campaign into the market, proving how any dish can be transformed with Doña Elena,” Maita Monsalud, category manager of Doña Elena (Fly Ace Corporation), said.

Andi Olbés, creative director at BBDO Guerrero, commented, “We wanted to do more than just visually represent the quality of Doña Elena products. We wanted to represent a feeling. By incorporating opera, we added that extra touch of drama that evokes the feeling of a grand dining experience, making every meal feel more special, elevated, and memorable with Doña Elena Olive Oils.”

Philippines – McDonald’s has joined Scoliosis Philippines’ spinal health awareness movement as its bandit mascot Hamburglar joins the #StripesFitCheck campaign. 

After the campaign went viral, viewers found the stripes reminiscent of Hamburglar and tagged McDonald’s Philippines, sparking the collaboration.

In a popular #StripeFitCheck by Miss Universe 2018 Catriona Gray, she wore black-and-white stripes to show how people can detect scoliosis by wearing a fitted, horizontally striped shirt. 

@mcdoph

Replying to @camzchozas Burger lover na, #StripesFitCheck icon pa! Gawin niyo na rin, fam! 🤳 #ScoliosisAwareness #McDoPH

♬ original sound – McDo_PH – McDo_PH

Responding to the netizens’ tags, McDonald’s Philippines featured Hamburglar in a TikTok video to amplify the campaign. Doing the #StripesFitCheck, Hamburglar details how scoliosis detection can be made easy, encouraging more people to try it. 

The collaboration combines Scoliosis Philippines’ medical knowledge and McDonald’s audience to further spread spinal health awareness. 

Other celebrities and personalities have joined the #StripesFitCheck campaign, including Carla Abellana and Inka Magnaye. It encourages early scoliosis detection, aiming the fit checks to lead to check-ups if necessary.

According to Scoliosis Philippines, check-ups may be necessary if people wearing striped shirts find misaligned shoulders, ribs, or hips.

Manila, Philippines – With the season being a peak time for getaways, Filipinos prioritise experience-driven travel, with Singapore, Hong Kong, and Japan being top destinations, with a new study from Visa highlighting a significant shift in how Filipinos plan and pay for their travels, showing a growing preference for contactless payments alongside the continued use of cash.

According to the survey, December is a peak travel month for Filipinos, with 32% planning domestic vacations and 23% opting for international destinations.

The survey highlighted that most Filipinos travel primarily to relax (80%) and seek new experiences (43%). Sightseeing remains the most popular activity for travelers (82%), but local cuisine (67%) and shopping (67%) are also high on the list of priorities. These findings suggest that many Filipinos are looking for destinations that offer a mix of leisure, entertainment, and adventure.

Amongst international destinations, Singapore stands out as the top choice, with 38% of respondents having visited the city-state in the past 12 months. Its mix of urban attractions and cultural experiences, coupled with its close proximity and accessibility from the Philippines, makes it a favoured destination, especially during the holiday season.

Hong Kong follows closely, with 31% of Filipinos choosing to visit. Known for its extensive shopping opportunities and festive celebrations, Hong Kong attracts families seeking both luxury and bargain shopping, along with its diverse culinary offerings.

Japan is another popular destination, drawing 30% of Filipino travelers. Known for its scenic landscapes, festive markets, and deep cultural heritage, Japan offers a unique blend of tradition and modernity, making it an attractive option for those wanting to experience something different during the holidays.

A growing trend among Filipino travelers is the increasing preference for contactless payments. A recent survey commissioned by Visa and conducted by YouGov in August 2024 revealed that 66% of Filipino travelers now favor using mobile wallets and tap-to-pay cards for their transactions. Additionally, 67% expressed plans to acquire cards with contactless features, reflecting the rising adoption of digital payment solutions.

However, despite the shift toward cashless methods, 71% of holiday travelers still carry cash as a backup, particularly for destinations where digital payment options may not be as widely available. This indicates that while contactless payments are becoming more popular, many Filipino travelers continue to rely on cash, especially in areas that have yet to fully embrace digital transactions.

As the holiday season approaches, this blend of evolving payment methods and a desire for experience-driven travel highlights the changing dynamics of how Filipinos navigate their journeys. Whether paying with contactless technology or cash, the core of Filipino travel remains rooted in creating meaningful experiences and moments shared with loved ones—values that remain as significant as the destinations themselves.

Jeff Navarro, country manager for Visa Philippines, said, “At Visa, we are committed to ensuring a seamless, secure, and convenient experience for Filipino travelers heading abroad and for inbound visitors to the Philippines. We recognize that tourism plays a vital role in the economy, contributing to job creation and overall growth. We’re working to support the Filipino government’s efforts to enhance tourism by improving digital payment methods and providing tourists with an enjoyable experience, which will help to further drive economic development and strengthen the tourism industry.”

He added, “As cross-border travel continues to grow, Visa sees a tremendous opportunity to remain a key part of the traveler’s journey. The convenience and security of digital payment options give travelers greater confidence when making transactions abroad—whether they are booking accommodation, dining, or shopping. Our goal is to continue supporting travelers at every stage, from planning and booking to the entirety of their trip, by encouraging the use of Visa for a seamless, secure, and hassle-free payment experience.”

Manila, Philippines – Media company ABS-CBN has announced the retrenchment of 100 of its employees, accounting for the company’s 3% of its workforce.

The company has confirmed said news to MARKETECH APAC when reached out, citing the global decline in pay TV business, as well as the TV industry being hurt by lower consumer spending translating into lower advertising spends.

“We are committed to providing those affected with full benefits and support, and are deeply grateful for their many years of service to the company and to the public,” ABS-CBN said in a press statement.

Nonetheless, ABS-CBN has highlighted how its TV ratings continue to improve, as well as its film studio Star Cinema producing two box office-hitting titles ‘Unhappy for You’ and ‘Rewind’. 

It has also highlighted that its music business has gotten a strong boost from the popularity of girl band BINI–which has been notable lately for their brand collaborations with local brands like Jollibee, Modess, Surf, Sunsilk, amongst others.

ABS-CBN has struggled to maintain its revenue since its franchise on free TV and radio has been revoked by the National Telecommunications Commission (NTC) under the administration of President Rodrigo Duterte. Following that, the network has laid off more than 4,000 employees as it affected multiple verticals of the media company.

In 2023, its radio channel TeleRadyo also ceased operations, with its 630 kHz frequency taken over by a new ‘TeleRadyo Serbisyo’ done in partnership with ABS-CBN and Prime Media Holdings.

The media industry in the Philippines has been experiencing difficulties as well, which resulted in shutdowns like of CNN Philippines in January this year.

Philippines – Kintab Toothtabs, along with the Marine Wildlife Watch of the Philippines (MWWP) and BBDO Guerrero, has unveiled a campaign aimed at raising awareness of the environmental dangers associated with plastic toothpaste tubes, particularly their impact on marine wildlife.

The campaign, titled “The Killer Smile,” showcases three powerful visuals featuring iconic marine animals—a dolphin, a whale, and a polar bear. Each striking image portrays these creatures made from toothpaste, dramatically positioned atop a toothbrush, symbolising the deadly impact of plastic waste on marine life.

Created by the BBDO Guerrero team, these visuals highlight the harmful impact of our daily oral healthcare habits on marine wildlife, particularly when plastic waste is discarded irresponsibly.

As part of the campaign, Kintab also introduced a specially designed toothpaste box that features two variants of its toothpaste tablets—Blizzard and Herbed—alongside a bamboo toothbrush for a fully sustainable brushing experience. The packaging, made to connect with consumers visually, includes informative text about the threats posed by plastic to marine wildlife, emphasising that the solution lies within the box itself.

Guilian Sencio, CEO and co-founder of Kintab, expressed, “The Killer Smile is an eye-opening reminder that even the smallest daily habits, like brushing our teeth, have an environmental impact. It’s vital that we make the switch to more sustainable alternatives like Kintab to help protect our oceans and wildlife for future generations.”

The campaign was launched last September at a symposium in BGC, Taguig, in conjunction with Maritime and Archipelagic Nation Awareness Month (MANA Mo), reminding Filipinos of their deep connection to the sea. 

Dr. AA Yaptinchay, the executive director of Marine Wildlife Watch of the Philippines, said, “Single-use plastics, including the packaging of everyday items like toothpaste, aside from their obvious direct effect when it chokes an animal and smothers its habitat, can break down into microplastics, which are highly toxic to marine wildlife when ingested and can lead to illness and death. It’s crucial that we become mindful of the impact our everyday actions have on the environment, as every piece of plastic that ends up in the ocean threatens the health of our marine ecosystems.”

Meanwhile, Alexandra Lopez, associate creative director of BBDO Guerrero, shared, “Creativity can inspire positive change. Through powerful visuals, we’re not only raising awareness but also sparking a conversation about how our actions, no matter how small, can have a significant impact on the world around us.”