What will we be hungry for? EILEEN BORROMEO

MCCANN WORLDGROUP PHILIPPINES

A SHORT PRESENTATION ON WHAT WILL BE WHETTING THE APPETITES OF FILIPINO CONSUMERS

2

COOKING AS A FORM OF

ADULTING 01

3

4

5

COOKING AS A FORM OF Adulting Democratisation of cooking techniques and recipes through channels like YouTube. Accessibility of ingredients and substitutes in supermarkets and groceries. Young Filipinos moving from home and experiencing independence at an earlier age.

Food for Thought

6

Do we have products and services that are appealing to an “adulting” young Filipino who is new to cooking? How do we help them navigate the culinary unknown? Are we attuned to their needs now and in the future?

7

From weekdays To weekends

02

8

“People have no time to cook during the weekdays. That’s why they resort to convenience cooking. And that’s okay. But the weekends – that’s a different story. People have time to cook, they will indulge, seek out proper ingredients – there’s time to actually enjoy food together.” JJ YULO Writer, food curator, and founder of Pinoy Eats World

9

Food for Thought

10

How might we support weekday cooking if consumers are challenged to fulfil it?   What kind of bite-sized experiences can we offer time-pressed people to encourage them to cook and patronise our brands?

11

THINKING LIKE A START-UP

03

12

Food for Thought

13

How might we support these young entrepreneurs the way “angels” or VCs work with start-up companies?   Do we have products or services that will help them to succeed?

14

TRADITION AND EXPERIMENTATION

04

15

THE TOP 10 DISHES IN THE PHILIPPINES

SOURCE: KANTAR DISH PANEL

16

Food for Thought

17

Do we have products or services that can be added on to or incorporated into these traditional dishes? How else might we encourage filipinos to expand their repertoire beyond the top 10 dishes?

18

YOUTUBE-TAUGHT NOT MUM-TAUGHT

05

19

20

Young cooks learning outside the home Cooking classes targeted to children. Predisposition to use references online – YouTube for recipes and techniques, blogs for inspiration, IG to “show off” their skills. Kitchen heroes include celebrity chefs and restaurateurs.

Food for Thought

21

How might we help these young cooks connect with their family’s cooking history? How might we bring parents and children together in the kitchen? How might organisations continue to encourage young Filipino cooks to continue innovating Filipino cuisine?

IN SUMMARY 01 02 03 04 05

Cooking as a form of adulting

From Weekdays to

weekends

Thinking like a

start-up

Tradition and experimentation

Youtube not mum-taught

THANK YOU. What will we be hungry for?

REACH ME AT EILEEN.BORROMEO@MCCANNWG.COM @PINOYWASABI

A SHORT PRESENTATION ON WHAT WILL BE WHETTING THE APPETITES OF FILIPINO CONSUMERS

Illustration from Martha Anne Illustration