TikTok Philippines Food Fest | Video Campaign

Filipinos were already sharing food content on TikTok, but the platform needed to be trusted as a place to find relevant food recommendations, and to build awareness and use of its new Point of Interest location tag around its Food Fest event. TikTok was loved for entertainment and community, yet finding where to eat still relied on scattered word of mouth. Vero grounded the brief in Filipino food culture, distilling it into two ideas the team named The Symphony of Sarap and Pasalubong as a Love Language, both rooted in how Filipinos experience and share food.

The campaign took shape as a creator-led video series with Jessica Lee, a Korean vlogger based in the Philippines who makes content about local attractions and cuisines. She explored Metro Manila foodie spots on foot using the POI location tag, visiting lesser-known local haunts including Emriz Unli Breakfast, Kuya Ronnie's Chicken and Anniella's Donuts, sharing price ranges and her verdict on each dish and prompting viewers to find each place through the tag. Pairing a new platform feature with a creator who already makes discovery content gave the feature a natural use case rather than a tutorial format.

The practical details, price ranges and honest verdicts, made the content actionable rather than aspirational, and featuring lesser-known spots supported the discovery promise more credibly than famous restaurants would. The series ran on TikTok. Vero presents it as an effective demonstration of the POI feature, but the source discloses no launch date, number of videos, or performance figures, so effectiveness cannot be assessed and the account rests on the agency's own telling.