MANILA – To celebrate Kitchenomics’ 30th anniversary, and keeping in line with Del Monte’s ‘Make Life Better for Filipinos’ branding, members and fans were invited to take part in ‘Laking Kitchenomics’ (‘Raised on Kitchenomics’), a massive cook-off staged simultaneously in the Philippines’ three main regions: Luzon, the Visayas and Mindanao.
With a multi-platform activation centered around having participants cook 365 Kitchenomics recipes within six hours, Bonifacio Global City’s Market! Market! took point in Luzon with cooking professionals, students and enthusiasts preparing 165 dishes on-site. Celebrity chef Jackie Ang-Po and actress Carla Abellana were present to share Kitchenomics stories and light the stove that signalled the beginning of the cook-off. At the same time, Cebu’s Gaisano Grand Mactan and Davao’s NCCC Mall were tasked with creating 100 dishes each, in the Visayas and Mindanao, respectively. The three locations were kept in touch via live video feeds that relayed the action, while Kitchenomics’ social media accounts posted blow-by-blow updates throughout the day.
‘Laking Kitchenomics’ was a whole day affair, attracting thousands of visitors to the three locations; aside from the cook-off, attendees could take part in games, raffle draws – even a singing contest! Also during the event, Kitchenomics launched its latest advocacy to continue the tradition of Filipinos preparing or serving at least one Kitchenomics recipe a day for their families.
Introduced in 1984, Del Monte’s ‘Kitchenomics’ initiative has provided aspiring cooks with affordable, easy-to-prepare meal ideas for three decades. Beginning with monthly recipe cards and cooking tips sent to registered members via traditional snail mail (and, later, a television show), Kitchenomics has retained relevance with its original subscribers – and attracted new ones – by embracing the internet and social media. Del Monte Kitchenomics is also currently represented on national television via the latest version of its long-running cooking program of the same name, hosted by Ang-Po and Abellana.