Giant homegrown fast-food brand Jollibee is backing the Department of Tourism (DOT) in launching and rolling out the agency’s latest food tourism campaign, “Eats. More Fun in the Philippines.” The collaboration was formally launched through a grand Filipino fiesta held on August 31, 2019 at Islas Pinas, a huge buffet food center within Double Dragon Plaza in Pasay City.
“We are very proud and happy to support the team of DOT led by Secretary Berna Romulo-Puyat on this noteworthy campaign,” said Jollibee Global Brand Chief Marketing Officer and PH Marketing Head Francis Flores. “We believe that Filipino food truly has what it takes to be a globally-known cuisine. This is what we have been championing as a brand as well.”
“Even as Jollibee has been bringing langhap-sarap food to countries all over the world, we want to do our part as a proudly Filipino company to make people more aware of the many unique and sumptuous dishes we have, and in doing so invite travelers to taste the Joy of eating first-hand,” Flores continued.
Eats. More Fun in the Philippines
For this food tourism campaign, DOT aims to share to the world the friendly nature of Filipinos complemented by the exceptionally tasty meals that spell joy and comfort. The tourism agency also underlines the unique local hospitality, which welcomes even strangers to the table as a family.
“More and more people are traveling not just to see the sights, but to discover new cuisine,” said Tourism Secretary Bernadette Romulo-Puyat. “And we believe that one of the best ways to explore the Philippines and experience the country’s culture is through our numerous and unique food offerings.”
Romulo-Puyat shared that the decision to create this campaign emanated from the passion to highlight the country as a great food destination. “We couldn’t have found a better partner in this fun and exciting campaign than the country’s pride and most beloved fast-food chain, Jollibee.”
As part of the campaign launch, Jollibee and DOT made another collaboration to produce a mini-documentary that briefly showcases the Philippines’ rich cuisine and dining culture. The project gathered some of the popular names in the food and digital media landscape—award-winning chefs JP Anglo (the guy behind restaurants like Sarsa Kitchen + Bar, Kafé Batwan, and Liberation Shawarma) and Jordan Andino (owner of Flip Sigia New York-based Pinoy taqueria) and top YouTube content creator Mikey Bustos.
Watch this mini-documentary from Jollibee and DOT here: