There has been a significant rise in Filipino content creators in recent years. More and more content creators, from professional chefs,kitchen experts to everyday home cooks, food enthusiasts and lifestyle—have started posting about food, transforming social media into a modern cookbook, providing recipes for beloved dishes to elevating classic ones and incorporating new food trends to add fresh, bold, and exciting flavors.
There’s no denying that these creators have now become most Filipinos’ go-to source of cooking inspiration, empowering them to explore flavor and make cooking a part of their lifestyle.
This was the goal of Unilever Foods Philippines as they proudly launched House of Flavor, a one-of-a-kind collaboration between kitchen staples Knorr and Lady’s Choice, and over 100 Filipino content creators who are composed of kitchen experts, food enthusiasts and lifestyle creators.
This partnership has been created to bring together a community of content creators to unlock new flavor experiences for every Filipino household and inspire them to create, experiment, and enjoy the process in the kitchen.
“[Content creators’] passion for food and flavor has served as an inspiration for Unilever Foods Philippines and the food community. And so, we are excited to have you on board to empower more Filipinos to explore flavors in the kitchen,” said Lexi Tan, Unilever Foods Philippines Assistant Senior Digital Marketing Manager. “We believe that everyone has the ability to create flavor and you’re here to realize that vision.”
Knorr’s vision of “Basta Knorr, Kaya Mong Iluto ‘Yan”
For generations, Knorr has been a kitchen staple in every Filipino household. It has been used to create classic meaty-sarap Adobo, the asim-kilig Sinigang, and good ol’ fried rice with their liquid seasoning.
Now, they aim to continue being a partner in the kitchen, and more. With their tagline “Basta Knorr, Kaya Mong Iluto ‘Yan,” Knorr’s goal is to instill confidence and encourage every Filipino, including first-time cooks and non-cooks, that they, too, can cook and whip up flavorful dishes.
“Our campaign is to encourage and give confidence to the younger generations and non-cooks that anyone can cook. They just need a hypeman or a wingman for them to start their cooking journey, and that’s where Knorr can guide and lead them,” Mark Matibag, Cooking Aids PhilippinesBrand Manager shared.
“Here in House of Flavor, we bring together digital creators whose content differs, ranging from food, cooking, and lifestyle. Our goal is not only to tap into personalities who are relatable to our consumers, but it’s also to show that anyone and everyone can cook,” he added.
By partnering with these content creators, Knorr believes that they will continue to be a part of the classic home cook’s cooking journey, as well as to the newbie cooks and flavor explorers who seek to bring flavors to their dishes.
“Our goal is to expand more flavors and to achieve this, we tapped content creators because they make food content more accessible to audiences, invent food trends, and create kitchen hacks that will help Filipinos to ease into the kitchen,” said Matibag.
“The role of content creators is important because they’ll be the embodiment of the flavor hypeman and wingman, that is Knorr.
“More than just the feel and selling of Knorr products, we’re also selling the lifestyle of cooking. Because with Knorr, kaya nilang iluto ‘yan,” he continued.
The future of the Filipino food landscape with Unilever Foods PH’s House of Flavor
One cannot ignore the fact that the Filipino food landscape has been evolving, and it continues to be revolutionized as more and more Filipino content creators emerge.
For Ninong Ry, the most beloved food content creator known for his flavorful takes on Filipino dishes, the future of the Filipino food industry is bright with the younger generation’s appreciation for food and Unilever Foods PH’s drive for food evolution.
“I’m proud that more young content creators continue to rise. It just shows that this generation is just appreciative of food. They seek out the heritage and history of every food they prepare and eat. You can tell that the future of food looks promising because of their deep appreciation for Filipino cuisine,” Ninong Ry shared.
Through House of Flavor, Ninong Ry believes that by collaborating with content creators, they are more than ready to take a risk in the pursuit of food innovation.
“[The food industry] is an ever-changing landscape. Now, our mission is to inspire the new generations of cooks and non-cooks to start their journey of cooking with us,” said Anelle Villanueva, Unilever Foods Philippines Marketing Head. “We constantly listen to what our consumers want, while delivering what they need. We always bring something fresh and meaningful to the table. This is staying true to our mission of making flavors accessible to everyone.”
INQUIRER.net BrandRoom/LMR
