Campaign Spotlight

Campaign Spotlight: NutriAsia and Dentsu Jayme Syfu give comfort to Filipinos with the new UFC Soup

MANILA, PHILIPPINES — It was in the middle of 2020 that people learned how to live with the new normal, and to some, it was exceptionally hard. The separation of work from home became blurry and each day became more agitating with news of a friend or loved one suffering from COVID-19.

Despite businesses plateauing due to uncertain lockdowns and restrictions, NutriAsia never stopped looking for ways to serve the Filipino people. Comfort was what everyone needed most, especially the people on the frontlines of this battle. That is why they launched a new product line of soups to provide Filipinos with more options of warm meals.


To launch the product in the best and most relatable way, Dentsu Jayme Syfu joined a pitch and emerged the winner after presenting a clear campaign and brand vision of providing comfort with every warm bowl of UFC Soup—whatever comfort that may be, could be an embrace of a loved one, a childhood memory, or a heartfelt song.

With the campaign tagline: “Sarap na Yumayakap” and the heartfelt song “Ako Naman Muna” by up-and-coming OPM singer Angela Ken, who was discovered for the very same song on Tiktok, the campaign for UFC Soup, now with more than 12.3M views on Facebook and YouTube, is a sure tearjerker for every person going through a hard time. A true testament to this were the comments and shares of netizens who were uplifted by the message.

Even the members of the team themselves could relate to it as they were creating the campaign. “The insight and strategy we crafted for the pitch was true to life. It was really hard for everyone to focus on work (or studies), given the chaos that surrounded us while trying to accomplish anything from home, we really needed that ‘pause’ to get back on track.” said Lieza Punsalan, Dentsu Jayme Syfu’s Business Development Director.

NutriAsia clients believed it was the right messaging for their new brand. “Despite the pandemic, we are launching the new UFC Soups in the market. Our aim is to provide comfort and warmth in your food specially during these trying times. Hindi namin tinipid ang ingredients and it is proudly made by UFC, which has been serving the Filipino palate for the past 50 years.” said Mario Mendoza, NutriAsia’s Director of Marketing, Broad Culinary Group.

If the spot warmed your heart, you might as well enjoy a warm bowl of UFC Soup to let the feels out. #SarapNaYumayakap


Client: NutriAsia
Angie Flaminiano, President and COO
Ampy Rio, Chief Marketing Officer
Mario Mendoza, Director of Marketing, Broad Culinary Group
Jean Reyes, Senior Group Category Manager
Jay Vergara, Brand Manager

Account Management: Ronald Barreiro, Lieza Punsalan, Ina Villegas, Dom Concepcion
Creatives: Louie Sotto, Biboy Royong, Soleil Badenhop, Mawie Borja, Hiro Dineros
Special thanks to the pitch team: Lexa Remalante, Renzo Valmonte
Social Media Director: Tabbi Tomas
Director: Mandy Reyes
Producer: Cris Dy-Llaco

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