The Brand: JML Philippines
JML Philippines offers a diverse range of high-quality, cutting-edge cookware and kitchenware. They serve as the ideal partner in the Filipino kitchen, dedicated to elevating the everyday cooking experience with their innovative offerings.
Our Challenge
To partner with JML Philippines and create an impactful event activation that would significantly promote their cookware to a wider audience, resonating deeply with Filipino cooks and generating strong online engagement.
The Opportunity: A New Era of Flavor
Over the last decade, the Filipino culinary experience has significantly evolved, presenting a prime opportunity for a brand that could champion and elevate this experience.
OBJECTIVES
Increase Visibility
Boost JML’s cookware and kitchenware visibility by hosting a dynamic three-day culinary festival.
Drive Sales
Strategically incorporate side activities featuring JML’s cookware and kitchenware products to boost sales.
Results in Numbers
38.23%
Increase in Followers25%
Increase in Page Likes11
Culinary Schools3
Awards
1Grand Champion
Participating Institutions
The Big Idea: Flavor Festival
We recognized that every Filipino cook is a storyteller through the ingredients and cooking styles they employ. This insight fueled the concept of the "Flavor Festival"—a three-day culinary celebration designed to honor this rich heritage. Our creative team built the concept from scratch, ensuring maximum impact both on-ground and online.
From Concept to Culinary: Building the Flavor Festival
We started our ideation from the entrance arc and main stage, to the crucial parts like the cooking area and food stalls for each participating school. JML Philippines’ partner brands like Mr. Clean, In2It and JML Beauty also had their dedicated booths in the area alongside the JML Sari-Sari Store where visitors can purchase their kitchenware.
Culinary Combat: Inside the Flavor Festival Cook-Off
The central activation for the Flavor Festival was a multi-stage cook-off competition, designed to engage culinary students from across Metro Manila and Luzon, blending online engagement with a thrilling live finale.
Concept
15 culinary schools competed online. JML Philippines initiated culinary challenges, and each team conceptualized their creative execution.
Online Engagement
JML's team filmed each cooking showcase, with video entries posted on JML Philippines' social media pages. Advancement to the next round was based on the most creative cooking execution and most liked video.
JML Product Integration
JML Philippines provided cookware and key ingredients for the preliminary round.
Phase 1: Online Preliminary Round (15 Schools)
Event
The top 5 winning schools from the online preliminaries competed live at the JML Flavor Festival in SM Megamall (May 3-5, 2024).
Setup
Each team received a cooking station with JML Philippines cookware and equipment. Stalls for each team were also provided where visitors can taste pre-cooked dishes from each day’s culinary theme.
Judging
A panel of judges scored final dishes based on taste, presentation, creativity, and adherence to the theme.
Culmination
The festival concluded with a grand finale and a prize ceremony, celebrating the culinary talent and the role of JML products.