Choice of The Nation
Client: UFS - Ladies Choice | Agency: Societal | Role: Art Director | Market: Philippines
To introduce the refreshed look of Lady’s Choice mayonnaise and encourage broader usage among chefs in the Philippines, a nationwide competition titled “The Choice of the Nation” was launched. Chefs were invited to create and submit photos and videos of original dips made using Lady’s Choice mayonnaise.
Instructional how-to films were produced alongside a mobile-optimised website, enabling chefs to easily create and submit their entries.
The campaign culminated in a grand final cook-off held on September 13 at the Glorietta Activity Center, where shortlisted chefs competed live by preparing their signature dips using Lady’s Choice mayonnaise in front of an audience and judges.
