MANILA -- For many travelers, food is one of the most important aspects of travel.
The Department of the Tourism (DOT), in partnership with the country’s leading fast-food chain Jollibee, made sure to highlight the country’s most iconic dishes in their latest promotional campaign, “Eats More Fun in the Philippines.”
Along with Pinoy staples like adobo, palabok, halo-halo and lechon, the ad features Jollibee’s most well-loved dishes like Chickenjoy and spaghetti, available in numerous branches worldwide.
The food tourism campaign video also features three Filipino personalities: celebrity chef JP Anglo of Sarsa fame, Late Nite Eats host chef Jordan Andino, and YouTube star and comedian Mikey Bustos along with the Jollibee mascot.
The ad, which aims to promote delicious Filipino food to the world, showcases what makes dining in the Philippines unique fun and how certain dishes reflect the rich food culture and heritage of the country.
Three 10-second teasers were released online on August 30.
A longer digital video, which was screened to the media on August 31 at Islas Pinas Food Hall in Pasay City, will officially go live on September 1. A 30-second version of the ad will be aired as a television commercial worldwide.
The DOT envisions billboards and other collaterals in key tourist spots around the world to complement the ad campaign.