Kris Aquino

Describing herself as nice is an understatement when it comes to being a sister to presidential candidate Sen. Noynoy Aquino. More than anything, Kris Aquino-Yap is sacrificing when it comes to her brother’s bid for the presidency – so much so that her talent fee for her latest endorsing job went directly to funds meant for paying the TV spots of Sen. Noynoy’s political ads.

“I’ll be very honest, the talent fee of this went directly to buy spots for Noynoy Aquino. Hindi ko naramdaman, binawas lang ‘yung tax and diretso na sa campaign fund niya,” laughed Kris heartily during her recent launch as the new 555 canned tuna endorser. “I was paid a fair amount, the fact that it’s 555.”

Kris added that her endorsing job also came at the right time especially that her family went through trying times with their mom’s (President Cory Aquino) demise.

“I had experience talaga so much in the past few months and I realized also the need to address all issues concerning all moms... when Boy Abunda was looking at the story boards, sabi niya it was perfect because it brings me closer to all the mommies out there. Lahat naman daw kaming mga mommies isa lang ang concern – to make sure that we’re able to budget and give our kids good food, highly nutritious food, like 555 canned tuna with no cholesterol,” explained Kris.

To raise more funds, Kris is also selling her house and SUV, a Land Cruiser.

So why did she accept the project?

“The longest running joke between me and Boy was that we were endorsers for two competing products. But after my contract expired, I was offered this job. Siguro na-convince din sila na magaling din ako mag-endorse so kinuha na rin nila ako. Na-touch naman ako. I was grateful that they wanted me to be part of their family. I feel very blessed,” she replied.

Another reason she accepted the job was because it was about health and most of her endorsing projects are related to a person’s well-being and health.

“I noticed that all of my endorsements have something to do with healthy lifestyles. I think ‘yung experience ng family namin was an eye-opener. Even the two other endorsements being negotiated by Boy is also in line with health. Extra effort talaga to stay as healthy as possible,” related Kris.Accepting her new endorsing job also completed her portfolio as a celebrity endorser.

“Our goal for this year was to have an endorsement with all major corporations and all those with No. 1 products and 555 capped it for this year,” Kris proudly said.

As for the 20-year-old brand from Century Canning Corp. which owns 99.5% aggregate market share in the Philippines, Kris fits 555 perfectly.

“Although 555 is the No. 2 canned tuna brand, 555 is the No. 1 and the largest canned food brand in the country which expands three categories – sardines, tuna and corned beef as well. Being the biggest brand we are very happy and very proud to have Kris Aquino as our endorser and spokesperson. In behalf of Century Pacific Group of Companies, I’d like to say that she best represents 555 a brand set up really for the Filipino people so everyone can have sustansya, sulit and sarap. We feel that Kris best represents all these values that’s why we chose her,” explained Leo Po, who owns the company behind 555 and whose wishful thinking is to gain 100% market share!

According to Macky Macapagal, 555 brand manager, the objective of the campaign is to communicate 555’s position in the market as a canned tuna product that delivers the best value for your money or “sulit.” It also captures the delicious taste of home style meals in 13 flavors. Their target market are mothers aged 25 to 55 years old from socio-economic class C and D and for them the No. 1 celebrity to effectively carry across their message is Kris Aquino!

“I work very hard so I value quality in everything I spend for. With 555 Tuna there’s ‘sarap,’ ‘sustansya’ and ‘sulit’ in one package. I can’t ask for more and for me it's give me 555 or nothing,” she exclaimed.

At the moment, Kris will be busier with TV work as she would start taping soon for her soap opera starring Kim Chiu and Gerald Anderson. She plays a pre-school teacher and mother to Kim Chui and she is paired with Albert Martinez. She will also host “Pilipinas Got Talent” next year and she will appear in Regal Entertainment’s “Mano Po 6” as Vivian the best friend of Sharon Cuneta.

Her busy schedule, Kris admitted, was the reason for her and husband James Yap’s “tampuhan.” According to her it was partly her fault as she accidentally left her calendar of schedules at home which James saw and read. Taping for her new soap happens Mondays, Wednesdays and Fridays while “Pilipinas Got Talent” is scheduled for Thursdays and Fridays starting March next year and she has “The Buzz” every Sunday.

“Nang nalaman niya, he really reacted. Sabi niya sa akin I promised mom that I would take care of the kids. Nakita niya kasi na walang araw na walang work. I told him naman kung walang election di ko naman tinanggap ito.... naawa na siya sa akin, sabi niya naiintindihan na niya ako. Sabi ko hindi napupulot ang pera. I need it to pay for the spots. Our family decided that as much as possible, very little ang utang na loob para Noynoy can be independent,” remarked Kris.

With regards to the bio-pic on the late Pres. Cory Aquino, she shared the good news that ABS-CBN is negotiating with a big foreign film company. As for who she sees to be perfect playing her mom, she described, “for me she should be articulate and has the ability and the command of several languages like English, Tagalog or French!”

So why doesn’t she play her mom instead in the movie?

“I can’t play my mom because I’m not my mom. Sa pagka-soft spoken na lang that’s not me. People would be saying ang layo naman niya kay Cory. I’m not a good actress. Di ko kaya talaga,” she answered.