Scroll or use →  ·  swipe
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

First, the delivery

EVERYTHING SHIPPED.

0
posts live, against 30 contracted
15 / 15
creators delivered, nobody dropped out
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.

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 4.55% 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
6.5%
8,516 views
Dith's Delight
5.9%
455 views
Janine Louise
5.6%
534 views
Jonah Leyson
5.5%
2,751 views
Kween Foodie Momshie
5.0%
705 views
Kiel Coronel
4.4%
4,317 views
Vincent
4.2%
787 views
Lara Aquino
3.3%
543 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
5.2%
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
Dith's Delight
2.6%
3,746 views
The Wagstaffs
2.5%
883 views
Kween Foodie Momshie
0.6%
2,214 views
Kiel Coronel
0.3%
5,447 views
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
8,516 views6.5% eng
Highest engagement rate of any post in the campaign, with no media behind it.
Open the post →
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.

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.

82%
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
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 11x.

TikTok Spark
DKK spent
CPM
Saves
DKK / save
Cooking Bae
345.34
0.82
477
0.72
Aimee Yap
17.26
0.56
8
2.16
Tukayo Cooking
83.97
0.63
23
3.65
Foodee Eats PH
463.55
0.94
67
6.92
The Wagstaffs
529.43
0.92
64
8.27

How we would use it. Put the next budget behind the posts already earning saves and let views follow, rather than spreading it evenly across a roster. Two of the five Meta ad sets had not started spending on 13 October, so the addendum will restate this.

Asked for: what transfers to Korea

WHAT WE WOULD CARRY NORTH.

The sourcing is the proved part. Fifteen creators found, signed, briefed and delivered, with nobody dropping out.
Judge it on saves and reorders, not reach. In Korea the hard number is cases reordered by the venues you serve.
Point it at food service, not the family table. Danish Crown sells roughly five times as much in Korean food service as in retail.
Anju, not army stew. Army stew falls with the venues that serve it. Anju is the bigger plate. Detail is in the two pager we sent on 6 October.
Where we would go next

PHASE 2.

Brief fewer creators, deeper. Saves are concentrated in a handful of posts. Five creators making three posts each would beat fifteen making two.
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. Worth knowing before the campaign film and the best posts go behind more spend.

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