The biggest brands in PH set aside competition to restart the economy

In the past days, you may have noticed the cover photo featuring service crew members of McDonald’s and Jollibee in a social media post. It doesn’t end there. There are photos circulating online featuring rival brands like foodpanda and Angkas, Pepsi and Coke, and Shell and Petron in interesting photos, obviously promoting unity.

Those brands join more other major local companies in launching ‘Ingat Angat Tayong Lahat.’ The private sector communication advocacy campaign is aimed at building local consumer confidence and at helping safely restart the national economy amid the ongoing Covid-19 pandemic.

With a message of resilience, hope, and inspiration, the campaign aims to encourage businesses to continue to increase operations while enforcing strict health and safety standards, as well as empowering consumers with information to safely commute, shop from their favorite stores, patronize their favorite restaurants, and navigate other public spaces in sectors severely hit by the pandemic-induced lockdowns.

Ingat Angat Tayong Lahat campaign backs Taskforce T3 (Test, Trace, Test), the multi-sector initiative organized in April 2020 to closely work with the government agencies like the Department of Health, the National Task Force (NTF) against Covid-19, and the Inter-Agency Task Force on the Management of Emerging Infectious Diseases (IATF-EID). The collective goal is to manage the outbreak of the pandemic. With the reopening of the economy, the group realized the importance of rebuilding consumer confidence with health and safety still a priority.

“The private sector has found a new front where we can be supportive of the fight against Covid, and that is in restoring the confidence of our citizens that we can all resume our lives and livelihoods, so long as we strictly follow the minimum health standards recommended by health experts,” said Ayala Corporation Chairman and CEO Jaime Augusto Zobel de Ayala, founding partner of Taskforce T3.

McDonald’s Philippines Managing Director and Ingat Angat Tayong Lahat co-lead Margot Torres expressed her faith in the Filipinos’ resilience and optimism. “Ingat Angat Tayong Lahat aims to transform the mindset of consumers. We are breaking through the helplessness many felt at the height of the pandemic and helping lead Filipinos to empowered vigilance and continued safety during this period.”

TBWA/ Santiago Mangada Puno’s Managing Partner and Chief Creative Officer Melvin Mangada said, “The tagline and the supporting visual brands and materials, which can be adapted by any brand, help promote the message of Ingat Angat Tayong Lahat, creating a sense of solidarity with the whole business community and our consumers.”

Among the biggest corporations and brands that have signed up to support the campaign are Aboitiz Equity Ventures, Alliance Global Group (Megaworld, Resorts World, and Emperador), Jollibee Foods Corporation, McDonald’s Philippines, Goldilocks, BDO, BPI, Metrobank, Paymaya, Alaska, Champion, Century Pacific Food Inc., Coca Cola Philippines, Oishi Liwayway Marketing Corp., PepsiCo, Procter & Gamble Philippines, RFM Corporation, Unilever, Petron/San Miguel Corporation, Shell, Ayala Malls, Filinvest Development Corporation, Robinsons Malls, SM Supermalls, Globe Telecom, Smart Communications, Angkas, and foodpanda.

In photo (from left): Melvin Mangada, TBWA/Santiago Mangada Puno’s Managing Partner and Chief Creative Officer; Czar Sec. Vince Dizon, NFT Deputy Chief Implementer and Chief Testing; George Royeca, Angkas Chief Transport Advocate and co-lead of the Ingat Angat Tayong Lahat campaign; and RJ Ledesma, Co-founder of Mercato Centrale and host for the launch.

Ingat Angat Tayong Lahat is also uniting the media sector: CNN Philippines, GMA Network, Kapamilya Channel, Kapisanan ng mga Broadcaster ng Pilipinas, Philippine Daily Inquirer, The Philippine Star, Solar Entertainment, TV5, Tiger 22, Facebook, Lazada, Shopee, Viber, Phar Partnerships, and LED OOH and Transit Outdoor partners Activations Advertising Inc, Dooh.ph, Globaltronics, Krazy Media Ads Solution, Luneta Advertising, Nyxsys Philippines, Out of Home Advertising Association of the Philippines, Steel Art, Summit Outdoor Media, and United Neon.

Agency partners include EON, Bookt, Cobena, Hit Productions, Nuworks, Omnicom Media Group, Pabrika, PSRC, Slingshot, Synergy, TBWA/Santiago Mangada Puno, and Viva Entertainment, Inc.

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