In an era when communication and commerce are mostly done via the worldwide web, it’s undeniable that content creators have a way of helping brands stand out, despite the digital noise. In fact, there are some people who trust online experts and influencers’ testimonials more than they do a straightforward commercial. The restaurants we go to, places we visit, entertainment we choose, sports we get ourselves into, and retail brands or consumer goods we purchase are decisions that we make based on the inspiration or recommendation of the content creators we follow. Especially those who are authentic with their content’s DNA, these influencers seem to have a way of striking an emotional chord with us, their audience, making everything they do, use, buy, eat, seem aspirational to many.
Unilever Foods Philippines, a subsidiary of one of the world’s largest consumer goods known for its great brands, has long recognized the pivotal role content creators play as Key Opinion Leaders (KOLs) in driving brand visibility. The company is cognizant that modern marketing has shifted from three-minute TVCs to short but highly engaging videos, blogs, and social media posts that deliver authentic and relevant contents which resonate with the audience’s age, lifestyle, and preferences. Driving a clear and singular goal of promoting brand awareness and image up front, Unilever already tapped into the power of KOL marketing in 2023, the year when digital marketing started becoming a hit, post-pandemic. The company initially partnered with Ryan Morales Reyes, also popularly known by his social media moniker as “Ninong Ry”, a former chef turned food content creator who has currently a following of 675k on Instagram, 3.2M in Tiktok, 9.2M on Facebook, and still counting.
In its desire to continually build a deeper and more meaningful partnership with content creators in the Philippines, Unilever Foods Philippines launched House of Flavor, a collaboration between beloved kitchen staples Knorr and Lady’s Choice, and Filipino content creators in celebration of food, flavor, and shared stories. A first-of-its-kind partnership, House of Flavors brought together a community of 100 content creators and other partners in one venue recently. This group of content creators are either seasoned foodies, health and wellness or lifestyle KOLs, flavor enthusiasts, or newbie but passionate kitchen explorers, ready to deliver bold and exciting experiences to every Filipino household, whether by recreating the classics, elevating classic home-cooked dishes, sparking the next big food trend, or guiding first-timers as they whip up their very first dishes.
Headlining the launch were Anelle Villanueva, Foods PH Marketing Head; Chef Kai, Foods PH Country Chef; and Mia Gomez, Condiments PH Brand Lead (for Lady’s Choice). Joining them from Unilever Foods Philippines were Mark Matibag, Cooking Aids PH Brand Lead (for Knorr); Hannah Laurel-Villaroman, Digital Marketing Lead; Lexi Tan, Trish Esclabanan, Digital Marketing Manager (for media); and Assistant Senior Digital Marketing Manager (for influencers) Lexi Tan.
Alongside Ninong Ry at the event were other inspiring food creators such as Cruel Alonzo (@crucrukatchoo), Naomi Peña (@ilovenaomip), Forkspoon Manila (@forkspoonmanila), Kelby Uy (@nakakalokal), and Lonn Soriano (@lonnsoriano); food explorers like Kai Daguman (@kaidaguman), Kelly Chews (@itskellycruz), Faye Balbacal (@faye.balbacal), Max Pesudas (@maxpesudas), among many others who aren’t afraid to try new combinations, chase the latest trends, and bring excitement to everyday meals. Filipino content creators are taking social media by storm, turning everyday kitchens into platforms for fresh ideas, accessible flavors, and viral culinary trends. Whether you’re a student learning your first “Adobo Rice Cooker Recipe,” a trend-lover trying out “Cucumber Salad” or a home cook wanting to explore variations of your classic Tinola, Adobo, Sinigang, Mac Salad, and Egg Sandwich, creators have now become a go-to source of cooking inspiration that’s both aspirational and doable.
The House of Flavors initiative also featured different brand booths including a Headshot Kitchen where content creators can have their photos taken with Lady’s Choice and Knorr products in the background, a Kitchen where Ninong Ry and executives from Unilever Foods Philippines created Adoburrito, a bold fusion of Filipino Adobo wrapped burrito-style for flavor on-the-go, using Lady’s Choice mayonnaise. There was also a Build your Bowl where guests made their own Poke Bowls in five easy steps, and a Mayomazing Dish-covery machine where they could register, spin, and win free recipes from Lady’s Choice.
Dishes laid down were classic favorites such as Macaroni Salad, Tofu Sisig, Chicken skewers and other innovative dishes like the Tinola (a fresh twist on a comforting classic, reimagined for the modern pan) and the Chocolate Cake with Mayo, a surprisingly rich and moist dessert, made better by science (yes, mayo is egg + oil!). From reinventing Filipino classics, discovering easy cooking hacks, to introducing affordable but exciting meals perfect for starting your next food side-hustle, House of Flavor opens the door to a new way of cooking, one driven by curiosity, creativity, and community.
Childhood and celebrations core
Lady’s Choice is the mayonnaise that’s exceptionally close to every Filipino family’s heart and has been a huge part of our childhood. Many of us grew up with our parents who used to make ubiquitous chicken or egg sandwiches for our baon (school snack). And who could ever miss out on the Lady’s Choice mayonnaise-whipped Macaroni Salad during birthdays, outings, fiestas, and Noche Buenas?
“Through the years, Lady’s Choice has helped shape unforgettable memories for every Filipino household. In 2025, we want to be a brand that will support the people with every prepared meal. May it be a parent preparing baon for their kids, a cook enhancing flavors, a young adult learning to cook for himself for the first time, or even a GenZ looking for the latest food trend in the market. Lady’s Choice has evolved in terms of its product offerings, and you can only expect more from us during the coming months, as we bring more flavors not only for the modern Filipino cook, but also for anyone who knows and appreciates that moments can only be made more special with a delicious dish,” Gomez, Condiments PH Brand Lead shared.
Platforms and Partnerships
Most people nowadays purchase anything and everything online, or if they personally visit a brick-and-mortar store to pick up a few things, they most probably have spent time researching about the product online, checking what their favorite influencer’s take on it, browsing every review, and listening to recommendations by online experts. Whether it’s skincare, shoes, apparel, gadget, or even a food ingredient, one thing is clear: content creators are the medium in driving brand visibility forward. That popular #Tiktokmademebuyit hashtag is proof that social media savvy netizens rely on content creators and see them as the gauge before deciding whether or not to purchase anything, online or offline.
Gomez, therefore, believes that creating consistent, more meaningful, and long-term partnership with content creators is extremely important. “They have the voices and the audience that the brand wants to connect with, on a very authentic level. Like me, it’s one thing to speak as a brand, it’s also another to have a network of partners and advocates who also speak for the brand. So, whether it’s a partner we have for just a few months, maybe just this year, or someone who has been with us since 2023, like Ninong Ry, we cherish these partnerships,” she said.
On the part of content creators, Unilever Foods Philippines brand ambassador Ninong Ry reminded his fellow KOLs about the significance of showing up no matter what, and to always go the extra mile for the brands that they are partners with. “Nacha-challenge ako when working with them. Masaya ako dito eh, ayokong magkamali. Minsan feeling ko self-imposed pressure na lang yung binibigay ko sa sarili ko when working with Unilever. I mean, kilala ko na sila, kilala na nila ako, alam na nila yung quality ng videos ko. Pilit kong inaalis ang sarili ko sa comfort zone kasi alam ko na yung gusto nila eh. Pero nakikita mo na yung maliliit na bagay na sa video na for most people malamang hindi nila napapansin, but for me malaking bagay na kasi malaking pasasalamat talaga sa Unilever. Isa talaga sila sa tumulong para mag-advance ako dito sa social media. Restaurateur pa lang ako, gamit ko na products nila e. (I feel challenged when working with them. I’m happy here, and I don’t want to make a mistake. I sometimes feel that this is merely self-imposed pressure which I give myself when working with Unilever. I mean, I know them, and they know me. They know the quality of my videos, but I really try to get myself out of my comfort zone because I know what the brand wants. But you can see small details in the video that most people may not notice, but for me, it’s a big thing because I am very thankful to Unilever. They are one of those who helped me advance in social media. Since I was a restaurateur, I was already using their products),” he revealed.
Finding the right influencers for the brand means unlocking unlimited possibilities for your products. But more than the number of followers and the high engagement, it’s the messaging, the question about whether or not the values of both parties align, and the trust built between the brand, the KOLs, and the audience that make an effective partnership. It’s also important for brands to know that their partner-influencers have a niche audience in mind, people who really listen to them and what they offer. Thus, according to Gomez, Unilever Foods Philippines and Lady’s Choice just don’t pick content creators based on who has the highest following, as they essentially look at the type of content these influencers create.
“It’s not random, we meticulously choose influencers who align with our brand values. It’s all about authenticity, and we encourage that as well. We can share with them our brand message, and as our partners having their own authentic voice, we don’t tell them what to say but encourage them—in their own tone of voice—to spread the brand message. They are the voice, and they represent the consumer as well, so they know the correct language and the right ways to inspire their audiences. Speaking as a brand, we might not know the exact way to really connect with the consumers but it’s also important for us to be able to hear the voices of our content creators with this collaborative partnership, and they also speak to our consumers on our behalf. Ours is not merely a transactional engagement, neither is it a one-way communication but a whole network and a two-way partnership which we want to foster,” Gomez underscored.
Lady’s Choice and the future of Filipino food
Ninong Ry, also known for introducing innovative recipes and creative dishes with a twist—whether in his choice of ingredients or technique—believes that Unilever Foods Philippines has also been leaning towards experimental cuisine, a concept that aligns with how his videos are presented. He also hopes that someone (culinary experts, content creators, home cooks, and ordinary netizens who have a knack for creating novelty food items) should drive food evolution, because Unilever is willing to help showcase these developments with their products, especially Lady’s Choice. “For example, yung isang mayonnaise brand sasabihin na ilagay product nila sa cake? I mean, yun ung mga bagay na nakikita mo lang sa internet eh, na gagana ba yun? But for Lady’s Choice to endorse it, it just shows na willing sila to risk something para sa food evolution (For example, a mayonnaise brand that will agree to put their product in a cake. I mean, these are things that one can only find on the internet. But for Lady’s Choice to endorse it, it just shows that they are willing to risk something for food evolution),” Ninong Ry exclaimed.
He is personally overjoyed knowing that food content creators now are almost all GenZs, compared to five or six years ago when he was just starting. He believes that their generation is more appreciative of food, per se, and keen on seeking out interesting facts and even the heritage of the simplest of dishes. “Noong panahon namin, hindi naman sa amin mahalaga kung ano ba ang history ng Puto Bumbong. Ang puto bumbong pala ay originally hindi lang basta food coloring. Isang klase ng native rice yan called Pirurutong, alam mo yun? Hindi mahalaga dati yun, pero ngayon mahalaga na. So, maliwanag ang kinabukasan ng pagkain dahil sa mga batang mahal nila ang pagkaing Pilipino (During our time, it is not crucial for us to know the history of Puto Bumbong. It is not originally just food coloring, but a type of native rice called Pirurutong, did you know that? It was not as significant then, but now it is. So, the future of food is going to be bright because of these young people who truly love Filipino dishes),” Ninong Ry beamed.
In this day and age when young people love to research and innovate, Lady’s Choice encourages Filipinos to “Make Every Dish Mayo-Mazing with Lady’s Choice” as new and exciting ways to enjoy flavor in their everyday cooking are continuously being discovered. Together, Unilever Foods brands are geared up to bring bold tastes and inspire creativity, making meals a fun and flavorful experience, making every Filipino kitchen pulsating with new dish-coveries. Lady’s Choice is looking forward to a barrage of positive and life-changing contents from their content creator-partners, but apart from the cooking contents and sharing of easy recipes, the brand is thrilled to see a bit more of lifestyle videos and posts, sharing the most important moments in life, whether it’s a grand celebration, marking a personal milestone, or even simple day-to-day occasions that matter.
“As our brand grows into 2025, our partnership with our content creators and our other partners will remain strong in bringing our message across to our consumers, in the most authentic way, and can be at the forefront of bringing Lady’s Choice to the modern Filipino. Thank you for making Lady’s Choice a part of your lives. We’re thrilled to know what’s ahead!” Gomez concluded.
Indeed, if the medium is the message, and the medium is all about forging deeper and more lasting partnerships with influential Filipino content creators, then the message is simple: food has always been the center of the most important moments in every Filipino’s life—whether it’s a celebration or a simple day-to-day occasion made extra special. And when it comes to food, Lady’s Choice has been a beautiful (and delicious!) part of the chapters of our food journey, from childhood sandwich spread, nutritious breakfast, classic Filipino entrees with a twist (think Creamy Pork Adobo and Lapu-Lapu con Mayonesa), and yes, the omnipresent Macaroni Salad and even desserts that make any ordinary day seem like a grand celebration. Then and now, this is an indelible indication that Lady’s Choice has been and will always be a well-loved and much sought after part of every Filipino household, reliving with nostalgia our childhood celebrations and at the same time, looking forward with so much promise as we continue to redefine the real essence of Filipino cooking that hits home—hearty bold, and a whole lot more flavorful.
INQUIRER.net BrandRoom/GC