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Digital: Connecting Filipinos through food and conversations on Twitter

MANILA, PHILIPPINES — Food connects people beyond the table. It also gathers Filipinos together and sparks hearty discussions like sharing of favorite restaurants, recipes, and even cooking tips or hacks.

Filipino foodies went to Twitter during the pandemic to express their love for food and to show how much they miss dining out with family and friends. Some also tried their hand on channeling their inner chefs, as seen on the #DalgonaCoffee, #UbeCheesePandesal, and other food trends that happened during lockdown.

There’s no better conversation starter than food, which is also the favorite topic among Filipinos on Twitter, beating other widely raved topics such as beauty and home improvement. Just in 2020 alone, there were over 7M food and drink mentions, proving that moments with food or just the thought of food alone invites people to share and Tweet about it.


“Conversations on food are highly welcome because people are very passionate about it. They actively engage in these discussions and the buzz just keeps on growing. In fact, food conversations on Twitter increased in 2020 as more foodies became active in sharing their activities or thoughts related to food,” shared Chandan Deep, Head of Emerging Business, Southeast Asia, Twitter. “These observations are vital because they help us understand how food conversations evolved during the pandemic. Knowing what’s happening around this community, from how or where to find them, is also helpful for brands as they navigate and make relevant campaigns moving forward.”

Here are 4 snackable insights about Filipino foodies on Twitter, from how they talk about food and what brands can learn from them:

  1. Food at home grew in popularity
    The appreciation for #homecookedmeals greatly increased during the #StayHome period. As restaurants and establishments limit their capacity, Filipino foodies whipped their own meals and spent more time in the kitchen. In fact, 50% of Filipinos on Twitter shared that they spent more time cooking at home during the lockdown.

To help expand Filipinos’ recipe list, brands can be their kitchen partners by sharing videos or photos of new and exciting recipes to try at home. More than 1/2 of Filipinos on Twitter search for products to buy, so standout with an informative and interactive Tweet that’s RT and QT-worthy.

Tweet before you eat

Filipinos on Twitter share their food journey, from their cravings to the finished product of their kitchen experiment. Interestingly, they also talk more about food on specific times and days. Conversations about food at home peak before lunch and dinner time. Mealtimes are sacred, so before they put down their phones to eat, it’s best for brands to consider reaching out to their audience when they are most available. If a brand sells lunch meals, it makes sense to promote products while consumers are still deciding whether to cook or order food.

In addition, knowing when and where the audience is most receptive is essential for digital marketers. As 50% of Filipinos on Twitter discover brands seen on social media, an interactive Tweet can be effective to pique audience interest on Twitter.

“Twitter is a platform where people are vocal about their interests and preferences. However, with the multitude of Tweets that they are exposed to every day, we knew we needed to layer in a sense of excitement when they saw a Tweet from Yellow Cab to drive brand conversations and encourage audience interaction. With the Tweet to Unlock format; we were able to engage with our fans by giving them a chance to tell us what small wins they were looking to celebrate, encourage them to work towards these goals, and engage further by having them try our new NY-Style Thin Crust Pizzas with just a Tweet. Twitter’s new technology allowed us to level up our usual executions and be even more creative in developing truly ownable and relevant campaigns,” Charl Sapina, Head of Marketing, Yellow Cab Pizza Co.

Food reflect special moments

With moments and occasions looking different last year, Filipino foodies showed their labor of love through food. They tried baking and cooking special meals to celebrate at home. Of course, they proudly shared their creations on Twitter to celebrate their cooking progress. Others also celebrate by ordering food from their favorite restaurants or newfound local shops.

Brands, regardless of business size, can leverage on connecting to communities and moments on Twitter. Anchor campaigns on special dates or observations to make it more relevant and always engage when you can, as 83% of Filipinos on Twitter describe themselves as influential; customer experience and feedback matter.

Food is the favorite topic

Out of all the consumer-packaged goods in the market, food is the most talked about on Twitter in 2020 with 57%, followed by drinks (20%), alcohol (9%), and beauty (7%). Food became a conversation starter and an expression of care and concern. In addition, most of the conversations about food at home are on “ulam”. Truly, the catchphrase “sana masarap ulam niyo” is a flattering statement to receive from someone.

With this in mind, food and beverage brands must consistently share their stories. The strategy is to launch campaigns and connect through different ways, be it through graphics, videos, or something experimental and new such as Fleets. Just like in food, all things #WhatsHappening is about being new and fresh.

Bite into the food-related conversations today. Know what’s the latest food trends, discoveries, find your community of fellow foodies on Twitter.

Partner with adobo Magazine

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