Presenting....Sinigang. Knorr recently launched Knorr Sing-Sarap sa SM campaign in support of the Department of Tourism's food tourism campaign. Photo shows some of the contenders in Knorr's cooking demo held at Taste Asia, Mall of Asia.Eating. Singing. Malling. Three of the most favorite past-times of every modern Pinoy family. Now, Knorr and SM Supermarkets bring these three together through its nationwide Knorr Sing-Sarap sa SM campaign.
Running from August 1 – 31, Knorr Sing-Sarap sa SM aims to support the Department of Tourism's food tourism campaign that puts Filipino all-time favorite foods as the main attraction in tourist destinations.
"(We) are one with our Department of Tourism, through the very able leadership of Secretary Ace Durano, in propagating the gospel of Pinoy food not just in the Philippines but all over the world... And we cannot agree more with the (DOT) that local traditional food should become a major driving force for tourism," said Herbert Sy, President of SM's SuperValue Inc, during the recent launching of the campaign.
"I am proud to say that this partnership with Unilever and the DOT through the Knorr Sing-Sarap sa SM campaign, is a first. This is the first time that two giants are coming together to help the DOT launch a nationwide campaign specifically to promote Filipino food," he added.
With so many world-class tourist destinations in the country, Sy shared that SM had always wanted to help push a family-centered type of tourism, the kind that enables families to enjoy their traditions. Food, definitely, is tops in every family outing.
And, with SM Malls present in practically all major tourist destinations, it only needed a credible partner to showcase the best in Pinoy traditional foods. With Knorr, the equation just becomes perfect.
So for the whole month of August, SM Supermarkets and Knorr will delight shoppers with delectable local dishes that will surely make them sing to their heart's delight!
According to the International Culinary Tourism Association, 53 per cent of tourists worldwide rank eating traditional dishes as a very important consideration in their travel plans. Taking on this, DOT launched its food tourism campaign, putting local dishes on the center stage.
"We want to help put the Philippines on the tourism world map with this new campaign. And what better backdrop for our wonderful local dishes than all the beautiful sceneries in the regions?" said Ireene Leoncio, Knorr's customer marketing manager.
It is a must for every tourist who visits the country's 7,100 islands not to leave without tasting at least one or two local dishes. And this is where Knorr plays a big part in the food tourism efforts.
Sinigang, for instance, is a well-loved staple for Tagalogs. As a very versatile soup, sinigang is excellent for perking up weary appetites. But putting together the ingredients sometimes takes a lot of energy. Thus, Knorr created its famous Sinigang mixes to make the preparation of sinigang much easier while retaining the all natural goodness of fresh ingredients --- without the hassle. With Knorr, this simple one-pot dish makes for a perfect meal when combined with a bowl of steamed rice, eaten while watching the beautiful sunset of Manila Bay.
Down in the Visayas and Mindanao, the inun-unan, paksew, paksiw, or inun-on may be known by many other names but whatever it is called, this particular dish often cooked with the available fresh fish catch of the day, is one staple among the southern islands.
To avoid the often hit-and-miss process of getting the right blend of ingredients and seasonings, Knorr recently launched the Knorr Wow Paksiw ! Mix for you and your family to try!
Even the love-hate relationship with vegetables is no longer a problem as Knorr Cubes make vegetables – whether dinengdeng or utan bisaya -- more palatable especially for children who hate them. So whether the family goes to the scenic Ilocos region or visit the exotic Davao, they can savor the same veggie goodness with Knorr Cubes!
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