Sooo Pinoy: Evolving Filipino flavors

Unilever Foodsolutions, in cooperation with the Department of Tourism and the Philippine Daily Inquirer, has launched the “Sooo Pinoy” campaign, a search for the Filipinos’ favorite local dish.

The campaign also introduces UFS’ three newest products: Knorr Lime Powder, an alternative to calamansi or dayap; Knorr Bango Kecap Manis, a modern barbecue sauce; and Knorr Osyter Flavored Sauce, a sauce of Chinese origin that’s fit the Pinoy taste.

“More than a campaign, “Sooo Pinoy” is a movement aimed to enhance what is already good about Filipino food,” says Pinky Laurena, UFS Managing Director . “We want to put the Philippines on the cuisine map.”

Ten well loved Pinoy dishes have been short-listed by UFS Culinary Team: Kare-Kare, Adobo, Chicken Inasal, Sisig, Sinigang na Hipon, Crispy Pata, Pinakbet, Bulalo and Daing na Bangus. Voting for your favorite can be done either online at Inquirer.net, or through SMS through Inquirer mobile. Voters won’t go home empty-handed; they get the chance to win a special gift from UFS.

“We based our choices on informal surveys—feedback from foodie blogs, as well as the bestsellers in different restaurants, and the feedback from different chefs in the industry,”” says Laurena. “The top 10 results were very consistent across the different regions of the Philippines.”

Aside from voting, Pinoys also get to participate in the campaign through—what else?—eating. Each of the ten short-listed dishes will be featured every week in ten different partner restaurants. A “critic” will also be assigned to the week’s featured dish, to share his/her thoughts on the tasty Pinoy treat.

And to create more buzz on the “Sooo Pinoy” movement, a “Sooo Pinoy” jeepney, provided also by Unilever Foodsolutions, will be going around different places. “The jeep is a very Pinoy icon,” Laurena says. “Together with our marketing and culinary teams, the campaign will visit operators—customers, chefs, carinderia owners.” Read complete article

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Logo, and photos courtesy of The Philippine Daily Inquirer

Text snippets courtesy of the article entitled

Wanted: Pinoy food identity
By Annelle S. Tayao

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