Mang Inasal Rewrites Brand Love Story with Local Content Creator

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For the past two years, Mang Inasal, the Philippines’ Grill Expert, has been heavily present on digital. In fact, it’s official hashtag, #ILoveMangInasal, has over 128,000 posts related to it on Facebook and 315 million views on TikTok, and counting!

You might ask, was it Mang Inasal that made it happen? No, not entirely.

The birth of MICC

In March 2022, Mang Inasal Creators’ Circle (MICC) was launched.

With 30 members composed of mommy nano-influencers and foodies who love Mang Inasal, MICC was created to bring together real brand ambassadors and support their influencer journey by making them part of campaigns that allowed them to enjoy the Ihaw-Sarap food and Unli-Saya experience of Mang Inasal.

“MICC started as an experiment because we wanted to try out better ways to promote Mang Inasal on social media,” shared Mang Inasal Digital and Public Relations Head, RJ Jabeguero-Rodillo. “Then during the first campaign, we saw that there’s promise in it as the MICCs' posts looked and sounded so natural that netizens found them authentic and relatable. And the selection was perfect because MICC members are real loyal Mang Inasal patrons.”

IHAWtastic content co-creation

Everything starts with a simple brief – for the content creator to post about the campaign however they prefer it. Apart from key messages, reminders on what to highlight in their photos and videos and coordination with the stores for the products that are taken care of by Mang Inasal, it’s the influencers who work on the magic of their materials in a way that achieves the goals yet aligned with their personalities and lifestyles.

From the initial 30-member group, the MICC exponentially grew to over 160 members by 2023. This growth gave birth to a new category of content creators within the community – the Gen Zs and TikTokerists. Now, with over 30 campaigns in 2023, the youth, moms, and foodies all seamlessly tell their unique love for Mang Inasal across their 29-million overall follower base.

As MICC continues to expand, the community has not only tapped a diverse mix of content creators but also partnered with some of the biggest content creators in the regions including Simon Javier of Metro Manila; Mommy Hieds and Georgeous George of North Luzon; Mommy Diaries PH of South Luzon; Mortejo Twins and Zamboanga Guide of Visayas and Mindanao.

“We really appreciate how MICC has added a new spark to how we tell our brand story,” said Ed Timbungco, Mang Inasal Public Relations Manager. “It is a mutually beneficial partnership that has allowed Mang Inasal to help expand the followers of its partner content creators, while the MICCs enrich the Brand’s ways to share its campaigns to more people across the country. We are all kindred spirits exchanging stories about Mang Inasal, a brand we all love.”

Celebration of collaboration

All efforts since its creation have proven to be worth it when the MICC was recently awarded the Black Dragon recognition under the Best Brand Building/Awareness Campaign category at the prestigious 2023 Dragons of Asia.

“MICC is definitely one of our biggest wins this 2023 because we have connected with different communities of customers through our content partners nationwide,” said Rodillo. "We are thankful to all MICC members for their contribution in bringing all the great Mang Inasal updates to their followers. And the Dragons of Asia win confirms the power of their efforts."

As a celebration of this recognition, MICC Meet Ups were done nationwide, including Mega Manila, North Luzon, South Luzon, Visayas, and Mindanao. This allowed the brand to get to know the creators in person and share each other’s MICC journey. Also, a virtual party wrapped up the year as all members united via Zoom and celebrated the first-ever MICC IHAWtastic Awards.

While Mang Inasal is ending 2023 with the loudest bang with MICC, the new year promises bigger and more IHAWtastic campaigns that will surely give digital content creators more Ihaw-Sarap food and Unli-Saya experience wherever and however they want to enjoy it!

Globe’s Hapag Movement fulfills wishes of Cebu scholars through ‘Wish’ screening

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Until that evening two weeks before Christmas, 22-year-old Michelle Camus had never been to the cinema. She had only seen movies on television, hearing from friends all about the “ambiance” in a movie theater.

“They say inside the cinema it’s lights off. I thought the lights were turned on. I really wanted to experience this, watching in the cinema. This is not just my wish. Ginusto ko talaga makarating sa cinema (I really wanted to go to a cinema). And at the age of 22, I’m here. So napakasaya naman nito (I’m really happy about this)!” she excitedly said.

Camus is among 69 scholars of Tzu Chi Foundation who were treated to a full cinematic experience organized by Globe’s Hapag Movement, with support from the We Are Ayala Business Club - Cebu (WAABC-Cebu). The scholars enjoyed a private screening of Disney Animation’s latest musical comedy “Wish” on December 12 at the Ayala Malls Central Bloc.

Indeed, it was a wish come true for the scholars, all students of humanities classes under Tzu Chi, among Hapag Movement’s implementing partners. Not only did they get to watch the movie in a private screening in one of Ayala Cinemas’ most comfortable theaters, they also got to enjoy fun games, prizes, food, drinks and other surprises.

“For me it’s a great privilege. Bihira lang maka-join lalo sa ganitong pagkakataon, especially with scholars of Tzu Chi Foundation and together with the Hapag Movement. We’re so blessed. And hopefully marami pang matulungan ang Hapag at napaka-blessed namin sa taon ngayon dahil isa kami sa naimbita sa araw na ito (It is very seldom that we get this kind of opportunity, specially with scholars of Tzu Chi Foundation and Hapag Movement. We’re so blessed and hopefully, there will be more people that the Hapag Movement will be able to help. We are really blessed this year because we got to be invited to be here today),” said Shyrwin Rondina, also among scholars invited to the screening.

Mariel Ybañez, Certified Commissioner at Tzu Chi Foundation Cebu, said: “These activities will help our scholars learn more about life through movies. In Tzu Chi, we teach them values and through this movie “Wish,” they will learn a lot. That’s really the teaching of Tzu Chi, for us to become a star for other people,” Ybañez said.

At the special screening, Patrick Gloria, Globe Group Vice President for External Affairs, spoke to the scholars about the Hapag Movement and thanked collaborators that made the event possible.

“This special screening organized by Globe is supported by WeAreAyala Business Club - Cebu for the benefit of the Hapag Movement. The Hapag Movement is a program where we help the most vulnerable people in society, especially children. We make sure we feed them right and give their families livelihood training so that they will have a sustainable source of income to put food on their table.  Thank you for doing this with us and let’s do this again next year,” Gloria said.

By leveraging technology and partnerships, the Hapag Movement aims to help 100,000 families battling involuntary hunger through supplemental feeding and livelihood training.

To learn how to help, visit https://www.globe.com.ph/about-us/sustainability/globe-of-good#gref.

AXA Philippines embraces the power of art to promote mental health advocacy

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Multiple studies present compelling evidence of the transformative effects of the arts on mental health and well-being. These art engagements may range from music therapy for pain management, drama therapy to support social-emotional development, and dance programs for Parkinson’s Disease patients, among others.[1] Growing literature also reveals that art activities may lead to lower levels of stress and daily anxiety, decreased risk of depression, and the development of self-esteem, self-acceptance, confidence, and self-worth.[2] Committed to promoting optimal mental health and overall wellness, AXA Philippines is harnessing the power of art to promote its mental health advocacy through a collaboration with the multidisciplinary art platform Nude Floor.

The dance performance choreographed by Ashvinder Singh embraces the healing power of movement.

Blending art and advocacy

AXA Philippines recently showed support for Nude Floor’s immersive art event called “The Gallery – A Night of Sensory Explorations.” Tapping choreographers, musicians, and visual artists, the interactive art experience served as a platform where both the artists and the attendees became active participants in the dialogue surrounding mental health. It was a unique collaborative exercise between restraint and letting go, reminding the audience of the importance of sensorial awareness when navigating around our everyday realities.

Held at the Samsung Performing Arts Theater, the space was transformed into a 360-degree setting where viewers could freely move around the surface and interact with the local artists' exhibits and installations. The audience also enjoyed an immersive, 90-minute sit-down show featuring several pieces from various movement artists.

Contemporary artist Chloe Alcid’s dance performance perfectly captures the power of art to evoke emotions and inspire audiences

The event brought a fusion of creative expressions, spanning Visual Art, Poetry, 4D Installations, and Live Music. This kinetic exhibition explored the value of intuition, rawness, and vulnerability, underlining how emotional exposure fosters authentic connections.

The partnership between the global insurer and the artists of Nude Floor is an equally strategic and creative approach to advance their shared vision and cause. Nandy Villar, AXA Philippines Chief Marketing Officer, emphasizes the significance of the partnership, stating, "Our collaboration with Nude Floor puts the spotlight on mental health, a discussion often perceived as taboo due to the stigma surrounding it. By supporting an innovative and immersive art experience, we hope to inspire and encourage more people to embark on a journey towards better mental health by embracing art as a powerful outlet to express themselves."

"The Gallery" provided participants with an opportunity to explore their own mental landscapes, fostering a deep understanding of themselves and those around them. This transformative experience leaves a lasting impression, precisely aligning with the event's objective of raising awareness about mental health through personal, emotional, and relatable encounters.

AXA’s continuous global mission

The insurance provider has built a reputation for devoting time and resources to developing solutions and supporting programs aimed at helping individuals around the world reach the peak of good mental health. Among its notable global initiatives is the annual AXA Study of Mind Health and Well-being conducted to measure mental well-being worldwide, identify why some people are struggling, and look at how individuals, healthcare professionals, and policymakers can promote the best possible mental health outcomes for all.

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[1] https://www.who.int/news/item/25-09-2023-ground-breaking-research-series-on-health-benefits-of-the-arts

[2] https://iris.who.int/bitstream/handle/10665/329834/9789289054553-eng.pdf?sequence=3

Chevron Marks Volunteer Day 2023 with Career Training and values formation for disadvantaged Youths of Don Bosco Pugad

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Chevron Philippines Inc. (CPI), marketer of the Caltex brand of fuel and lubricants, together with the Caltex Makati Credit Cooperative (CMCC), recently partnered with Don Bosco Pugad to provide professional coaching and career training for disadvantaged youth.

Young men from Don Bosco Pugad received coaching and career training from Haraya Coaching sponsored by Chevron Philippines Inc.

The activity marks CPI’s annual volunteering activity for this year. Twenty (20) disadvantaged youth scholars from Don Bosco Pugad were selected to participate.

Every year Chevron employees devote their time and energy to directly serve their host communities. This year’s theme focused on youth empowerment through career training and workforce preparation.

During the program conducted at the Don Bosco Pugad, the young men talked about their strengths, experiences, and future goals through a series of enriching and interactive activities. Besides coaching and training, attendees received tips from Chevron representatives on skills and knowledge needed to navigate formal interviews and the professional world.

“We extend our heartfelt gratitude to Chevron and CMCC for the invaluable support they've provided. Their assistance will help in creating a positive influence in the lives of the Pugad boys alongside our organization’s efforts,” shared Father Villasanta, executive director of Don Bosco Pugad.

Chevron has a long history of partnership with Don Bosco Pugad as part of the Caltex Energy for Learning initiative. CPI provided commercial-grade equipment such as mixers, rollers as well as LPG for Don Bosco Pugad. The partnership birthed several livelihood projects such as Manna from Heaven Bakeshop which sells bread and pastries to the surrounding subdivision and condo residents. The success of the bakeshop led to Pugad’s quaint Coffee and Saints Café which has become a favorite hangout and meeting place of parishioners after attending mass. Chevron and Pugad also launched the Caltex Pugad Mobile Mechanics, an auto repair program created to bring Pugad’s skilled mechanics to its customers’ homes.

"Our partnership with Don Bosco goes back many years. We've been involved in providing equipment and offering assistance in training Pugad’s youth and housewives of the nearby residents of barangay Pio del Pilar in meat processing and making pan de sal, among other corporate social responsibility (CSR) projects," CPI Corporate Affairs Manager Atty. Raissa Bautista recalled.

“Our ongoing collaboration with Don Bosco Pugad represents a sustainable partnership that we take great pride in. We've brought foreign executives here to highlight this project as an integral component of our enduring CSR initiatives. We commend Don Bosco Pugad not only for incorporating spiritual teachings and values in its endeavors but also for seamlessly integrating livelihood components and applications as in activities involving their bakeshop and cafe. All these create a sustainable cycle that aligns perfectly with our goals, and we are immensely proud of the results,” Atty. Bautista added.

Marife Jose, vice chairperson of CMCC, conveyed her final thoughts to close off the event: “We extend our deepest thanks to Don Bosco Pugad for their invaluable contributions today. We are thrilled to have been a part of this momentous occasion and we hope that what transpired today will hone the participants' skills and prepare them adequately for future interviews and employment opportunities.”

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About Chevron

Chevron is one of the world’s leading integrated energy companies. We believe affordable, reliable and ever-cleaner energy is essential to achieving a more prosperous and sustainable world. Chevron produces crude oil and natural gas; manufactures transportation fuels, lubricants, petrochemicals and additives; and develops technologies that enhance our business and the industry. We are focused on lowering the carbon intensity in our operations and seeking to grow lower carbon businesses along with our traditional business lines. More information about Chevron is available at www.chevron.com.

CHERRY Cares continues to spark hope on the fourth year of its Project Twinkle

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CHERRY Cares, the Corporate Social Responsibility (CSR) arm of CHERRY Philippines, is once again making a meaningful impact on the community through its Project Twinkle. Since 2021, it has been a CSR program aimed at promoting the giving spirit over the holiday season.

The elderlies at House of Somang in Parañaque

This year, the focus is on reaching out to different child-care institutions, home for the elderly, street families, and the IP community. CHERRY Cares extends support to MBTC Manila Kids Home, Concordia Children Services, Inc., the Minstrels Rythym of Hope Foundation, Kanlungan sa Er-Ma, Reception and Study Center for Children (RSCC), Laura Vicuña Foundation, and House of Somang in Parañaque. In addition, the hope to bring a touch of warmth is also sent to the IP community of Sitio Magata, Tanay Rizal.

With a simple yet worthwhile get-together, the organization aims to create a space of happiness. Jollibee meals and Cosmic Plush Toys were given to the young hearts who have faced neglect, abandonment, and abuse. Moreover, CHERRY Cares also did the extra mile to ensure that the gifts distributed align with the practical needs of the recipients by granting their wish list. Essential food items and hygiene kits are provided, emphasizing the importance of their well-being.

The children of Kanlungan Er-Ma Inc.

Meanwhile, CHERRY Cares demonstrates that the holiday season is not only about festive decorations and celebrations but also an opportunity to make a positive difference in the lives of those less fortunate. The distribution of Media Noche package has reached 100 street families from different districts of Manila in coordination with DSWD-NCR.

The IP Community of Sitio Magata, Tanay Rizal receiving their Media Noche Package

“We are happy to light up lives and make this season brighter through our Project Twinkle. We’ve been doing this for quite some time. This is our CEO, Mr. Maynard Ngu’s way of returning the gratitude by simply giving back,” shares Agnes Conopio, PR and CSR Senior Manager of CHERRY.

As we conclude Project Twinkle 2023, one thing becomes abundantly clear: the spirit of generosity transcends the exchange connection that binds us all. Whether through a helping hand, a warm meal, or a simple act of kindness. For in giving, we receive the priceless gift of a more connected, resilient, and compassionate world."

Learn more about CHERRY and its other CSR programs through:

Cherry Cares by MSN Foundation Inc Facebook Page: https://www.facebook.com/CherryCaresbyMSNFI

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CHERRY caRES is the Corporate Social Responsibility (CSR) principle of Cherry Mobile that stands for Customers, nAtural Resources, Employees, and Society. It embodies the deep desire of the company to give back, share, care, and create a positive impact not just for its own people but more for the greater whole. Since 2011, CHERRY caREs laid the groundwork for the establishment of MSN Foundation, now the corporate foundation of CHERRY. It has spun various education, health, environment, livelihood, and community development programs in the hope of improving lives and igniting change in the nation one community at a time.