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Tulip Classic Jamonilla
Danish Crown  ·  Tulip Jamonilla  ·  Philippines 2026

The campaign wrap

YOU MAKE
THE MOMENT.

15 creators. 36 posts. Every post is linked in here, so you can click straight through to the real thing.

Phase 1 final report  ·  Prepared for Jakob R. V. Svendsen

The short version, if you only read one slide

WE DELIVERED MORE THAN
THE CONTRACT, ON THE DATE.

0 posts against 30 contracted, every one live by the date in the plan
0 views, of which 0 were earned with no media behind them
0% engagement on the earned posts, against a category benchmark of 2 to 3.5%
96%
Of 85 audience comments we read, 96% were positive, and 18% said they would cook it, try it or pack it for someone. Nobody was prompted. They named the brand on their own. The campaign did not just get seen, it got wanted.
The idea the whole campaign was built on

MADISKARTE.

/ mag · dis · kar · te /   to find a way. To make something good out of almost nothing.

Every Filipino household has someone who gets up first and decides the morning will be worth having. The category talks about convenience. We talked about the person doing it, and gave her a word she already owns and is proud of.

"You can make something from next to nothing."
"You may not be a magician. But what you do is pure magic."
"You make the moment."

The manifesto, from the Phase 1 strategy. Fifteen creators wrote their own scripts from it, which is why the films feel like fifteen kitchens and not one script read out fifteen times.

The platform, on every single post
#YOUMAKETHEMOMENT
#TulipJamonillaMOMENT
#MadiskarteMOMENT

01 · Bago Pa Sila Gising

Before they wake up. The 7am kitchen, quiet and fast.

02 · 5 Minuto Lang

Just five minutes. Speed without sacrifice.

03 · Sabado Morning

Saturday. More time, everyone at the table.

04 · Lutong Ina

Mom's cooking. You cannot buy this.

#TulipJamonillaPartner ran in every caption with the paid partnership label switched on, checked at source on all 36 posts. Three approved product truths and nothing else: imported from Denmark, made with ham, ready in about five minutes.

Against the plan you have had on the dashboard since August

DELIVERED TO THE DATE.

To 5 Sept
Sourcing, your approval, creators booked
✓15 booked
1 to 10 Sept
Scripts written and approved
✓all approved
8 to 12 Sept
Filming, then you approve the videos
✓all approved
14 to 21 Sept
First content live inside National Family Week and Kainang Pamilya Mahalaga
✓live 18 Sept
By 15 Oct
Last posts and reposts
✓all live 13 Oct
End Oct
Final report
✓today, 20 Oct

Every milestone met, and the last two beaten. One creator dropped mid campaign and was replaced inside the same slot without moving a single date. On influencer campaigns that is the part that usually slips.

First, the delivery

EVERYTHING SHIPPED.

0
posts live, against 30 contracted
15 / 15
creators delivered. One dropped mid campaign and was replaced without losing the slot
0
Facebook posts, added free
4
platforms
Contracted
30.0
the plan
Delivered
36.0
6 more than promised

The 6 extra posts were free. Creators who were enjoying the brief offered a Facebook cut as well.

Best content in the campaign, and why

COOKING BAE'S REEL.

Cooking Bae's reel for Tulip Jamonilla

The strongest asset the campaign produced, and on your 13 October report Meta had spent DKK 0.00 behind it. Earned, not bought.

0
views, no media
0
saves, 76% of the whole campaign
0%
engagement, double the benchmark

Why it worked. She cooks the way she would with the phone propped against the kettle, so it reads as something you could copy tonight. The product does the job in the pan and she never announces it. Open the reel →

The work itself  ·  tap any card to open the real post

THE POSTS THAT DID THE WORK.

Foodee Eats PH for Tulip Jamonilla
▶
Foodee Eats PHInstagram
22,458 views1.2% eng
She cooks with her grandmother. Nearly every comment is about Ama, not the food.
Open the post →
Dith's Delight for Tulip Jamonilla
▶
Dith's DelightInstagram
3,746 views2.6% eng
Opens on the word the campaign is built on: Madiskarteng Nanay.
Open the post →
Eatnoggy for Tulip Jamonilla
▶
EatnoggyTikTok
8,545 views6.6% eng
Highest engagement rate of any post in the campaign, with no media behind it.
Open the post →
The total, all sources
0
VIEWS.
0
engagements
0
saves
0
shares
0
comments

Organic reach and Danish Crown's own paid delivery combined. Each post is counted at its latest reported figure from the creator's own analytics. Posts went live between 18 September and 13 October.

So the numbers mean something

HOW WE MEASURE.

Engagement is against views, not followers. The stricter denominator.
Posts are split by whether money sat behind them, using your SoMe team's own 13 October reports. Not a guess.
Paid and organic cannot be separated inside a Spark ad, so a boosted post is never presented as earned.
Paid figures are dated 13 October and your flights run to about 31 October. This is the organic wrap. A short paid addendum follows when they close.
The finding

WHAT THE CONTENT EARNED
ON ITS OWN.

Earned, no money behind it
0
views across 27 posts
0%
engagement rate
With your media behind it
0
views across 9 posts
0%
engagement rate
Earned
4.6%
27 posts
Bought
0.1%
9 posts

This gap is normal, and it is not a criticism of the buy. Paid delivery reaches people who never chose to follow the creator, so its rate is always far lower. Paid answers how many people we reach. The 4.61% answers whether the content was any good.

Creator by creator, zero media, TikTok

TIKTOK BEAT BENCHMARK.

9 unboosted posts at 5.2%, against a food and drink benchmark of 3.0 to 3.5%.

benchmark
Eatnoggy
6.6%
8,545 views
Dith's Delight
5.9%
456 views
Janine Louise
5.8%
537 views
Jonah Leyson
5.5%
2,776 views
Kween Foodie Momshie
5.0%
705 views
Kiel Coronel
4.4%
4,364 views
Vincent
4.1%
799 views
Lara Aquino
3.3%
547 views
Panda Eatss
2.8%
3,289 views
Creator by creator, zero media, Instagram

INSTAGRAM DID IT TWICE OVER.

10 unboosted posts at 5.0%, against a benchmark of 2.0 to 2.5%.

benchmark
Vincent
5.9%
1,144 views
Cooking Bae
5.3%
212,282 views
Panda Eatss
5.0%
1,862 views
Lara Aquino
3.8%
577 views
Eatnoggy
3.7%
3,683 views
Jonah Leyson
3.7%
894 views
The Wagstaffs
2.8%
883 views
Dith's Delight
2.6%
3,746 views
Kween Foodie Momshie
0.6%
2,214 views
Kiel Coronel
0.3%
5,447 views
The metric to judge the next campaign on

SAVES, NOT VIEWS.

A view means the thumb paused. A save means somebody intends to cook it. That is the closest free signal to purchase intent these platforms give us.

81%
of all saves
came from posts with no money behind them. The ranking by saves is close to the reverse of the ranking by views.
76%
of all saves
came from one organic reel. Cooking Bae's Instagram post alone.
0
saves across the campaign
0
shares, sent to someone else
Audience sentiment

WHAT THE COMMENTS ACTUALLY SAY.

We read 85 comments on 8 posts and coded every one. 96% are positive.

40%
34 of 85
Craving. They say it looks delicious, or that they are suddenly hungry.
18%
15 of 85
Intent. They say they will cook it, try it, or pack it for someone.
18%
15 of 85
Family. They name the person they cook for: anak, lola, ama, nanay.

Only 5 comments were questions or objections, and we have listed all of them for you. The two worth answering: one asked about sodium, one asked whether Jamonilla is pork.

In their words, nothing edited

PURCHASE INTENT, UNPROMPTED.

cook_mum
Pagka sarap nyan sis gusto ko yan Tulip Jamonilla😍
That looks so good, I want that Tulip Jamonilla
Dith's Delight  ·  Instagram
kceeker
Alam ko na babaunin ng anak ko ngayon hehe. Thank you!
Now I know what my child is taking for lunch tomorrow. Thank you!
Cooking Bae  ·  Instagram
eliskitchen_ph
papabaon ko to sa mga kids ko😍
I am packing this for my kids
Dith's Delight  ·  Instagram
mangan_with_jaja
Gusto ko ma try yan sis 😋😋😋
I want to try that
Dith's Delight  ·  Instagram
sophiamrr.jpg
miss ko na siya (tulip jamonilla 🤤)
I miss it, tulip jamonilla
Kween Foodie Momshie  ·  Instagram
rescrumps
Good recipe i must try this. Thank you for sharing Chel❤️
Panda Eatss  ·  Instagram

Every card is a real comment on a real post, collected 19 October, with the Filipino ones translated underneath. Nobody was asked to say any of this.

Every word the audience used, by frequency

ONE WORD WON.

sarapcuteamatuliptrygustojamonillalolasaraaaprecipemissbaonricebabauninanakngayonbasagebonyunmmyginutom

Sarap. Delicious. It is the most used word in the campaign's comments by a distance, and ama, lola and baon are not far behind. The audience talked about the taste and the person they were feeding, which is exactly what the brief asked for.

Your own media, and what it says about the next buy

IMPRESSIONS COST THE SAME.
ATTENTION DID NOT.

DKK 2,331.52 delivered 2,642,383 impressions. The media bought them at within 1.7x of the same price. What they were worth varied by 10x.

TikTok Spark
DKK spent
CPM
Saves
DKK / save
Cooking Bae
345.34
0.82
488
0.71
Aimee Yap
17.26
0.56
8
2.16
Tukayo Cooking
83.97
0.63
24
3.50
Foodee Eats PH
463.55
0.94
73
6.35
The Wagstaffs
529.43
0.92
73
7.25

How we would use it. Cast widely, then back the winners. Put the next media budget behind the posts already earning saves and let views follow, rather than spreading it evenly across every post. That is a different decision from how many creators to book, where the answer is still more. Two of the five Meta ad sets had not started spending on 13 October, so the addendum will restate this.

Chimaek festival, Daegu
Asked for: what transfers to Korea

WHAT WE WOULD CARRY NORTH.

28,443
Korean bars still trading, down from 40,000 in 2021. Nearly a third of the customer base has closed in five years. The ones still open can no longer sell food cheap to keep people drinking, so they need food that earns its own margin: shelf stable, no chef, three minutes, no waste. That is an unusually exact description of canned ham. Figures as set out in the two pager we sent on 6 October.
Pojangmacha row, Busan

01 · The opening

Bar owners are cutting menus and converting into cafes to survive. The one who can no longer count on the fifth bottle of soju is the buyer who now has to make food pay.

Anju, the food you eat with a drink

02 · The idea

Anju, the plate that comes with every round of a night out, is the largest eating out occasion in Korea. Canned ham is built for it, and nobody owns it.

Army stew

03 · The move

Away from army stew, which is the most drinking dependent dish in Korea and falls at the same rate as the bars that serve it, and toward the bigger plate.

And the hard part is already proved on your own account. Fifteen creators sourced, signed, briefed and delivered to the date in the Philippines. Start small: one city, ten venues, judged after eight weeks on one number, cases reordered. You know your own food service and retail split far better than we do. If food service is where the volume sits for Danish Crown in Korea, that is where we would point this next, and we would like your read on that before we build it out.

Where we would go next

PHASE 2.

Stay mid and micro led. Micro creators took four of the top five engagement rates in the campaign. The strategy argued that hero rates eat budget which creates more value at the micro end, and that is what the numbers show.
Widen the net, do not narrow it. One creator produced 76% of every save. You cannot brief that into existence, you find it by casting more people. More mid and micro bets, not fewer bigger ones.
Boost on the save rate, after a week. Let every post run organic for seven days, then put the money behind whatever is earning saves.
Keep the Facebook cut in the contract. Creators gave 6 of them away free this time. Creator usage runs to 14 December 2026.

All four are things we can start on without a new brief, because the roster, the rights and the measurement already exist.

Where this goes from here

YOU HAVE AN ASSET NOW,
NOT JUST A CAMPAIGN.

Campaigns end and the knowledge usually leaves with them. This one does not have to. Four things are still yours on Monday morning.

15
creator relationships that delivered to the date, with usage to 14 December
Live
dashboard, still updating from the sheet with no rebuild needed
4.61%
a measured baseline, plus 85 coded comments, for the next campaign to beat
30s
campaign film cut from all fifteen, ready for paid
What we would do with it, month to month: watch the numbers weekly, read the comments, brief the next wave off whatever is actually earning saves, and keep the dashboard honest. If that is useful to you, we would like to carry on as your social strategy partner in the Philippines rather than campaign by campaign. Happy to put a shape to it whenever you want one.

Thank you for a genuinely good brief. Madiskarte gave fifteen people something true to make, and it shows in the comments.

Wendy Wang  ·  Creative AI Marketing  ·  20 October 2026