SB19 on making Filipino music and enjoying good comfort food

Published July 27, 2022, 9:09 AM

by John Legaspi

With the rise of celebrity-fast-food collaborations, is it possible to see an SB19 meal in the future?

While international music artists continue to penetrate our local music scene with numerous concerts set to happen in the Philippines in the coming months and years, it is safe to say that Pinoy Pop (P-pop) music is alive and that’s all thanks to the new breed of musicians and singers elevating and celebrating Original Pinoy Music (OPM). Among those who champion this musical movement is P-pop superstars SB19.

For years, the homegrown act, composed of Pablo (formerly known as Sejun), Josh, Justin, Ken, and Stell, has been representing the Philippines with songs recognized internationally by the Billboard Music Awards and the MTV Europe Music Awards. Apart from their music, they are also showcasing Filipino heritage through their style, making them perfect youth ambassadors of the National Commission for Culture and the Arts’ Sentro Rizal, the country’s cultural center that is dedicated to overseas Filipinos and foreigners interested in anything local. 

From left: Raymund Nobleza; SB19’s Josh, Ken, Pablo, Stell, and Justin; and Chacha Juinio

This time, the P-pop group is branching out to food by partnering with Pizza Hut, one of the brands that helped foster Filipinos’ love for the Italian dish. The two join forces in launching the brand’s “Make It Great” campaign, which aims to highlight “the importance of enjoying life and sharing good moments with family and friends.” As in-demand artists, SB19 relates so much to the campaign’s mission as the group enjoys good comfort food after a hard day of training, as per Pablo and Justin. 

The “Make It Great” campaign includes an original song and commercial featuring SB19, the latter is set to be unveiled on July 31 during the coronation night of Binibining Pilipinas 2022 pageant. “We will also be coming up with branded meals for them,” Pizza Hut’s head of marketing Raymund Nobleza says. Chacha Juinio, COO of PPI Holdings, Inc., adds that the celebrity meal collaboration is still in discussion. 

Apart from the SB19 releases, the brand is also introducing new pizza flavors—Spicy Pepperoni, BBQ Chicken, and Carbonara—A’tin and pizza lovers would definitely enjoy. 

“We are proud to be launching this partnership between Pizza Hut and SB19, the most popular P-pop group today,” Chacha says. “SB19 represents exactly the kind of market that Pizza Hut wants to be part of—the young with an active lifestyle and those who love pizza, of course… Between SB19 and Pizza Hut, we all make it great all the time.”

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