foodpanda turns Filipino 'bayanihan' into a Christmas campaign

In collaboration with GUT Asia, foodpanda Philippines has launched a Christmas campaign, drawing on the Filipino spirit of bayanihan to show how food brings people together during the festive season.

Titled “Make Christmas delicious”, the campaign launches in October across television, out-of-home (OOH), digital and social channels. It extends foodpanda’s “Make life delicious” brand platform into the Philippines’ Christmas celebrations, positioning the delivery platform as a way for families and communities to spend more time together and less time preparing food.

Centred on the Filipino tradition of salu-salo, or gathering to share a meal, the campaign follows a grandmother, or Lola, as she hosts her entire neighbourhood for a Christmas feast. When the table runs out of space, more tables are added, reflecting the familiar Filipino approach to hospitality: there is always room for one more guest.

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The campaign draws on bayanihan, a Filipino concept associated with community spirit and collective effort, to celebrate the generosity and often chaotic nature of hosting during the festive season. Foodpanda’s delivery service features as a practical way to ensure there is enough food for everyone.

“Christmas in the Philippines is all about salu-salo, where there’s always food and room for one more. We are excited to launch our first seasonal chapter of 'Make life delicious', celebrating the warmth and community spirit of Pasko. Delivering from over 40,000 restaurants in minutes, foodpanda helps hosts spend less time cooking and more time celebrating,” said Wulan Suci Maria, head of brand strategy at foodpanda APAC.

Carlos Camacho, chief creative officer at GUT Asia, said the campaign was designed to reflect the way Filipinos celebrate Christmas through sharing and welcoming others.

“There’s nothing like Christmas in the Philippines. It’s all about coming together, sharing what you have and making everyone feel welcome. We wanted to capture that spirit in a way that feels true to foodpanda: fun, cheeky and full of life,” he said. “The campaign takes a familiar holiday truth and gives it a fresh twist, showing how food can turn an ordinary moment into something worth celebrating.”

The campaign is written entirely in Taglish, a blend of Tagalog and English, grounding the brand platform in the Philippines’ local language and cultural context.

“Make life delicious” launched in January 2026 with five brand films across Singapore, Malaysia, Hong Kong, Taiwan and the Philippines, all created by GUT. “Make Christmas delicious” marks the platform’s first seasonal campaign in the Philippines.

Founded in 2012, foodpanda is a food delivery platform under Delivery Hero, operating across 10 Asian markets.

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