Erwann, content creator of 'Carinderia' campaign
Published Apr 23, 2018 08:10 am
All-around foodie Erwan Heussaff couldn't say no when asked to be the content creator of "Buhay Carinderia... Redefined."
(From left): Tourism Promotions Board Chief Operating Officer Cesar Montano, President of Marylindbert International Linda Legaspi and restaurateur and ‘Buhay Carinderia’ content creator Erwan Heussaff
“It’s such a great purpose, it’s such a great message, it’s such a great objective,” he said at the launch.
“Buhay Carinderia…Redefined” puts the focus on the history of local dishes, to popularize the use of natural and native ingredients and accentuate Filipino home-cooked flavors.
Recall that in 2011, event organizer Marylindbert International Inc. initiated the advocacy Carinderia Fiesta later renamed to Buhay Carinderia with the aim of improving the carinderia’s image by helping the entrepreneurs behind them and present their unique style of cooking to a wider audience.
In this light, Erwann, social media savvy and all, and a credible influencer, is perfect for the job.
Note that aside from being the husband of actress-TV host Anne Curtis, as well as brother to actress-TV host Solenn Heussaff, Erwan's blog "thefatkidinside" has been viewed by millions since 2011. His Facebook page has about one millions likes while 1.15 million followers on Twitter. Also, he has more than half a million subscribers on YouTube and 1.9 million on Instagram.
A quick look at Erwan’s YouTube channel shows he has relevant interests; from travel and food to farming and sustainability.
The plan
This year’s event is supported for the first time by the Tourism Promotions Board of the Department of Tourism as its Sole Presentor.
The program is set to scour the country in search of the best of the best in the culinary scene.
First to be visited will be the areas of Northern Luzon – 15 provinces that comprise Regions 1 and 2 as well as the Cordillera Administrative Region. Eventually these local culinary experts will gather at Vigan Convention Center from June 28 to 29 where they will not only share their talentd to everyone but also interact with chosen students of the area – through mentoring partnership – so they could also pass on their skills and experiences. The respective region’s best practices will be shared as well as discussions on availability of local ingredients. It is likewise an opportunity to cross-selling of produce and talents.
Among the places that “Buhay Carinderia…Redefined” event will explore are Central Luzon areas particularly Pampanga which is regarded as one of the culinary capitals of the Philippines, then in Bicol region, in Visayas are in Region 6, 7 and 8 while in Mindanao are in the Region 9, 10, 11, 12, and 13. Like in Vigan, there will also be a culminating two-day event in San Fernando, Pampanga; in Naga; in Cebu; then in Davao City.
More than a program
Tourism Promotions Board Chief Operating Officer Cesar Montano said their target audience ought to familiarize themselves with terms as urbanization, digitization and globalization even this early.
“These are the three dynamic and interactive forces that will reshape the future of carinderia and through ‘Buhay Carinderia…Redefined’ we will be ushering an exciting new era of Filipino dining,” he said.
The actor thinks this will have a big impact on the local community as food plays an important role in the lives of Pinoys.
“The manner by which food is served speaks of the Filipino culture like the friendliness and hospitality,” he related. “Hindi ba’t ang paraan natin upang ipadama ang ating pagmamamhal at pagkalinga para sa isa’t-isa ay itanong kung ‘Kumain ka na ba?’”
“So ‘Buhay Carinderia…’ is an advocacy program that redefines the carinderia as something more than just simple-corner-eatery,” he added.
"Through this event, we hope to give the lowly carinderia an entirely new look which is innovative, dynamic and relatable."
(From left): Tourism Promotions Board Chief Operating Officer Cesar Montano, President of Marylindbert International Linda Legaspi and restaurateur and ‘Buhay Carinderia’ content creator Erwan Heussaff
“It’s such a great purpose, it’s such a great message, it’s such a great objective,” he said at the launch.
“Buhay Carinderia…Redefined” puts the focus on the history of local dishes, to popularize the use of natural and native ingredients and accentuate Filipino home-cooked flavors.
Recall that in 2011, event organizer Marylindbert International Inc. initiated the advocacy Carinderia Fiesta later renamed to Buhay Carinderia with the aim of improving the carinderia’s image by helping the entrepreneurs behind them and present their unique style of cooking to a wider audience.
In this light, Erwann, social media savvy and all, and a credible influencer, is perfect for the job.
Note that aside from being the husband of actress-TV host Anne Curtis, as well as brother to actress-TV host Solenn Heussaff, Erwan's blog "thefatkidinside" has been viewed by millions since 2011. His Facebook page has about one millions likes while 1.15 million followers on Twitter. Also, he has more than half a million subscribers on YouTube and 1.9 million on Instagram.
A quick look at Erwan’s YouTube channel shows he has relevant interests; from travel and food to farming and sustainability.
The plan
This year’s event is supported for the first time by the Tourism Promotions Board of the Department of Tourism as its Sole Presentor.
The program is set to scour the country in search of the best of the best in the culinary scene.
First to be visited will be the areas of Northern Luzon – 15 provinces that comprise Regions 1 and 2 as well as the Cordillera Administrative Region. Eventually these local culinary experts will gather at Vigan Convention Center from June 28 to 29 where they will not only share their talentd to everyone but also interact with chosen students of the area – through mentoring partnership – so they could also pass on their skills and experiences. The respective region’s best practices will be shared as well as discussions on availability of local ingredients. It is likewise an opportunity to cross-selling of produce and talents.
Among the places that “Buhay Carinderia…Redefined” event will explore are Central Luzon areas particularly Pampanga which is regarded as one of the culinary capitals of the Philippines, then in Bicol region, in Visayas are in Region 6, 7 and 8 while in Mindanao are in the Region 9, 10, 11, 12, and 13. Like in Vigan, there will also be a culminating two-day event in San Fernando, Pampanga; in Naga; in Cebu; then in Davao City.
More than a program
Tourism Promotions Board Chief Operating Officer Cesar Montano said their target audience ought to familiarize themselves with terms as urbanization, digitization and globalization even this early.
“These are the three dynamic and interactive forces that will reshape the future of carinderia and through ‘Buhay Carinderia…Redefined’ we will be ushering an exciting new era of Filipino dining,” he said.
The actor thinks this will have a big impact on the local community as food plays an important role in the lives of Pinoys.
“The manner by which food is served speaks of the Filipino culture like the friendliness and hospitality,” he related. “Hindi ba’t ang paraan natin upang ipadama ang ating pagmamamhal at pagkalinga para sa isa’t-isa ay itanong kung ‘Kumain ka na ba?’”
“So ‘Buhay Carinderia…’ is an advocacy program that redefines the carinderia as something more than just simple-corner-eatery,” he added.
"Through this event, we hope to give the lowly carinderia an entirely new look which is innovative, dynamic and relatable."