Archives for posts with tag: Kraft Foods

I just wanted to post this picture from our teambuilding at Anvaya Cove last week to point out one fact:

With the proper angling and an artfully-placed foreground obstruction in a strategic location, my immense gut is nicely hidden, and all that’s left to admire are my ungodly arms.

I was also put in a very kinky situation over the course of the morning.

Have you ever tried bondage? I hadn’t before last week, but I really couldn’t say no to the cute morena staff member in vajayjay shorts who wanted to tie me up. I should have gotten her number. She’d had her way with me. I deserved to have had mine with her! An eye for an eye, right?

Was also very nice to be presented with an award from the regional team for prior efforts with my previous brand. It was a very nice plaque. Much better than Recto quality, I will concede.

Plus, it was quite nice to have evidence that not only are we incredibly gorgeous, we are very smart as well.

Anvaya Cove was a very nice place to have this two-day session away from the usual office environment. The food was excellent, the accommodations and facilities superb, and you cannot help but be in love with a place that features such an dominating phallic symbol as its signature landmark.

I’ve always known I was good-looking. After all, I have appeared in major print advertising campaigns for high-end retail establishments.

But truth to tell, I had a lot of insecurities coming back to Marketing after having spent 2 years in the Advertising industry – there are a lot more operational skills, and the sheer number of people I would need to interface with is both broader and more diverse. And obviously it’s more difficult to be overseeing all functions pertaining to a brand’s existence, rather than the luxury of focusing in a single specialized field.

One of my tiny little personal victories in the 8 months I’ve been back on the Marketing side of things has been this tiny little activation campaign I ran for Eden Cheese, which only happened to break a world record held by a small, obscure nation called India, with an insignificant population of, oh, about 1-billion people, with coverage by Reuters and the Associated Press.

5,845 unique dishes, all made with cheese? Even I had a hard time believing it, and I’m the biggest fan of cheese in the world.

(That’s ironic, considering I have a very sensitive lactose-intolerant stomach)

So it’s nice to get little tokens of validation once in a while.

Like during the recent 2009 Kraft Foods Celebration of Marketing Excellence for the Asia-Pacific Region in Singapore, when this humble little campaign funded with an abysmal amount of resources happened to bring home one very exciting prize.

It was an award whose winner was judged by a very tall, smart man named Shawn Warren, Vice President for Marketing in Asia-Pacific, and an important-sounding woman with impressive hair named Mary Beth West, Global Chief Marketing Officer for Kraft Foods.

So obviously I’m very proud.

My old boss used to tell me, “There is no such thing as a lack of money – only a lack of imagination.”

And really, taking this award home for the Kraft Foods/JWT/Brand on Demand/GeiserMaclang team proves that is entirely correct.

2010 is a new year with a new brand, a new team, and new challenges – will the Superstar continue to conquer? Abangan!

Time to update my CV, in any case.

Professional Male Model With Substance” sounds like a really neat addition.

I love cheese. It’s good, it’s healthy, and you can literally do so much with it – bake with it, melt it, make dips out of it, fry it, bread it, dice it, et cetera. I love the way it feels in my mouth, and one of my absolute favorite things is when you get that sweet spot where it’s kinda-sorta-toasty-sunog, but still gooey-stretchy-stringy-melty.

Now, I’m not much of a cook. Possibly the most I have personally done with cheese in the kitchen is pitch it into the microwave, and melt up a bowl for me to eat while watching the latest episode of MythBusters. Which is why I found what Eden Cheese did last Monday, December 14, at the historic Araneta coliseum so astounding – they set a new World Record for the most number of unique dishes on display, but with one tantalizing twist: every single one of them featured cheese.

I’m told that the official Guinness mark was set in 2007 by India, a nation of over 1-billion people, at 4,668 unique dishes.

The Philippines on the other hand has a population of roughly 90-million, with 75% falling into the dirt-poor classification – which makes this particular feat so stunning.

I was personally astounded by the turnout at the event itself – seven culinary schools from all over stepped up to contribute their own recipes to the world record attempt. There was no financial reward at stake – just the opportunity to stand up and show the world what the Filipino is capable of. In fact, I’m told that MIHCA, the Magsaysay Institute for Hospitality & Culinary Arts came up with thousands in a matter of three weeks. And the dishes they came up were superb.

Forgot what this was called, but for the sake of posterity, let’s just dub it “MDJ Superporkloin a la Cheese.”

I was particularly impressed by their professionalism and technique – they weren’t just mass-producing the world-record recipes, they were doing full styling and plating for each dish they proudly set forth.

The array of dishes everyone came up with was overwhelming. Literally the entire floor and lower box area of Araneta Coliseum was covered with various cheese-themed dishes – from appetizers to salads to soups to sandwiches to entrees and even to desserts! This was probably the first time the Big Dome didn’t smell like sweaty socks for a major event.

As a nice little touch, the various schools present (Regina Carmeli, St Paul College Manila, Centro Escolar University, Emilio Aguinaldo College, La Consolacion College, and Arellano University) also came up with cheese carving centerpieces. Here are my two favorite pieces from the night.

It wasn’t immediately apparent to me whether this was Jesus Christ or Santa Claus, so let’s just say it’s a carving of Joaquin Phoenix from his iconic appearance on Letterman.

I loveloveLOVE the craftsmanship on this one, however. The detail on the ledges and facade was really pretty, but the absolutely BRILLIANT touch was the grated cheese sprinkled all over to mimic a fresh snowfall.

Even Sheryn Regis lent her hand (or more accurately, her voice!) to show her support for the Philippines’ thrust for a World Record. She performed a wonderfully moving anthem called “Sarap Ng Buhay” as her own tribute to the creativity and will to spread goodness in the world, which seems to come so naturally to the Filipino people.

She’s tiny, but man that woman has a spectacular pair of lungs!

The Nielsen Company, one of the most respected global research agencies, released their unofficial “Comelec Quick Count” at around 730 in the evening.

The verdict?

India had set the existing Guinness World Record with 4,668 unique dishes on display at the same time and the same place.

On December 14, 2009, the Philippines, still reeling from the various natural disasters, political turmoil, and civil unrest that had struck over the last 4 months did a tiny little bit better than that.

Five thousand.

Eight hundred.

Forty.

Five.

(Okay, that’s a LOT better than India.)

5,845 unique dishes, all of them inspired by cheese, all of them a testament to the great things that are possible with the Pinoy spirit of culinary adventure.

Needless to say, the thousands in attendance were delirious with joy as jetsparks went off and a blizzard of confetti and balloons rained down to celebrate the milestone.

Eden has this tagline that I saw in their latest TV commercials – “Kay daming nagagawa.”

Being at this event showed this to be true on two levels.

On a functional level, it proved without a doubt that cheese can literally inspire limitless possibilities when it comes to dish preparations. I grew up knowing it as palaman or a spaghetti topping or the occasional cheese omelet. But now I know it can do so much more – the 500 chefs and students sweating over their stoves and ovens and dishes and chopping boards proved that beyond a shadow of a doubt.

But on a nobler level, I thought it demonstrated the great things that Filipinos can accomplish when mobilized towards one goal in service of the country. It seemed that everyone in attendance had forgotten their school allegiances or job titles or employers – everyone was there as a Filipino citizen, bursting with pride at the opportunity to be a concrete part of world history.

Kay dami nga talagang magagawa basta sama-sama tayong lahat.

P.S. Saw some of the recipes posted at the Sarap Ng Buhay website – will definitely register and see if it’s not too late for my Gourmet Deluxe Microwaved Eden In A Bowl to be eligible for next year’s world record!

All photography by Paolo Serrano. Follow MDJ Superstar on Twitter!

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