Marketing Featured Southeast Asia

Red Ribbon’s latest ad urges Filipinos to ‘give love today’ through cakes, pastries

Manila, Philippines – Red Ribbon believes that ‘love’ can be expressed in many ways, and no reason is too little to show someone what you feel. With this, the Philippine-based bakery chain has launched its new campaign, with the aim to tell Filipinos that “love does not always have to be a grand gesture.”

The new campaign showcases that ‘love’ can be as simple as giving a cake during a birthday, a simple pick-me-up pastry for a friend who needs cheering up, welcoming someone back home with a sweet treat, or making everyday family moments more special by sharing a cake.

Titled ‘Give Love Today’, the ad is set to the iconic tune ‘What the world needs now is love sweet love’. It highlights that all expressions of ‘love’ make a world of difference especially now when it is needed the most.

Cathleen Capati, Red Ribbon’s marketing head, believes that everyone needs to feel loved more often because it makes the days better and sweeter.

“That’s what we, at Red Ribbon, want our customers to feel when they receive a Red Ribbon cake or pastry: that someone loves and appreciates them,” said Capati.