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YouTube Leads TV and Social Media in Marketing ROI for PH FMCG Sector

by Contributor
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MANILA – For decades, the Philippines’ most iconic food and beverage brands have been staples in every Filipino household. Today, new data shows that these brands are finding their most effective modern home on YouTube, delivering higher returns on investment than any other marketing platform.

A series of recent studies—conducted by industry leaders Monde Nissin, Nestlé, NutriAsia, and URC reveal that YouTube has become one of the primary drivers for business growth in the local Fast-Moving Consumer Goods (FMCG) sector.

For the parents planning the next family vacation, the students grabbing a quick snack between classes, and the teachers looking for a well-deserved break, YouTube is where they go for inspiration and entertainment. The data proves that when brands meet these people where they are, the results are undeniable.

The findings highlight significant breakthroughs for local household favorites, proving that YouTube consistently outperforms both TV and social media:

  • Skyflakes (Monde Nissin): YouTube delivered a 3.1 ROI—performing 1.8x better than traditional media and 1.3x better than social media (Nielsen NIQ report)
  • Bear Brand and Milo (Nestlé): YouTube drove approximately 3.0 ROI in the Philippines (Nestlé’s internal measurement study)
  • UFC Banana Catsup (NutriAsia): Achieved the highest ROI at 2.2, proving more effective than both traditional and social media platforms. (Nielsen NIQ report)
  • Nissin Cup Noodles & Nissin Ramen (URC): Beyond just “views,” YouTube drove real-world sales growth, with a 1.6% sales lift in South Luzon and a 0.8% lift in North Luzon (Nielsen Sales Lift Study)

What these findings mean is that in a world where people are busier than ever, YouTube offers an easily accessible, convenient, and most importantly, effective space for authentic connection. Whether it’s a parent watching drama Shorts, a student learning a new trend or an entrepreneur unlocking the next big idea, YouTube reaches Filipinos in moments that matter—far more effectively than traditional media.

“Filipinos don’t just scroll past content on YouTube; they lean in to watch, learn, and connect with creators and stories they genuinely love,” said Prep Palacios, Country Manager for Google Philippines. “This deeply engaged behavior is why brands are thriving on the platform. These local favorites are leveraging YouTube’s immersive, multi-format ecosystem to build deep consumer trust. Whether it’s through a long-form recipe tutorial or a punchy YouTube Short, authentic storytelling on this platform translates directly into real-world volume at the checkout counter.”

For business owners and marketing leaders navigating a highly competitive landscape, the data yields a definitive conclusion: the definitive path to sustainable business growth in the Philippines is through YouTube—the platform where parents, students, and everyday consumers actively look for inspiration and entertainment.

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Business

URC clinches awards affirming its place as among Asia’s best workplaces

by Contributor
written by Contributor

Universal Robina Corp. (URC) has clinched a string of awards for its hiring, employee growth and management programs that have made it still among Asia’s top workplaces.

The company – one of the Philippines’ largest – was named one of Asia’s Best Companies to Work for by HR Asia for a third straight year.

Recognized for AI technology and digital solutions: URC clinches two recognitions at HR Excellence Awards 2025 In photo left to right: Alex Gomez (Manager, Talent Acquisition and Corporate Programs), Reena Tecson (Director, Human Resources – BCFG Philippines), Roland Villareal (Global Head, Learning and Talent Management), Mark Kevin Lanuzo (Officer, HR Solutions), Kristine Perez (Group Manager, HR Operational Excellence), Elisa Abalajon (Chief Human Resources Officer and ATO Lead), Jem Asuncion (Chapter Lead – Agile Coach), John Albert Ampil (Group Manager, Talent Acquisition, Total Rewards, and Employee Experience) Louisa Tagulinao (Associate, Early Careers and Corporate Communications), and Alyssa A. Alillana (Cluster Director of Human Resources, SMX Convention Center).


It also received top marks from an Asia-based talent and employer branding firm for its recruitment program, and was honored with two more awards for its use of technology and artificial intelligence in human resources management at the HR Excellence Awards Philippines 2025.

URC’s President & CEO Irwin Lee said that these awards “affirm our dedication to fostering an environment where our people feel valued, empowered and connected to a shared purpose”.

In being recognized as one of the best companies in Asia to work for, URC was lauded for its leadership programs that focus on equipping managers with skills to inspire teams, encourage collaboration and adopt agile ways of working. 

The company was also cited for supporting employee growth through learning opportunities, innovation initiatives and cross-functional collaboration, alongside its recognition programs designed to celebrate initiative and engagement.

Lee said this recognition reflects the commitment and passion of its workforce and its goal to continue building a workplace “where people are inspired to lead, empowered to grow, and united by a common purpose.”



URC was, meanwhile, handed the Best Recruitment Innovation for Young Talents award by TalentView.

This award recognizes organizations that set benchmarks in attracting, engaging and developing future-ready professionals. 

Lee said the honor highlights URC’s efforts to rethink recruitment by focusing on authenticity, purpose and growth for early-career hires.

Three years running: URC is still among Asia’s Best Companies to Work For in 2025. In photo left to right: Louisa Tagulinao (Associate, Early Careers and Corporate Communications), John Albert Ampil (Group Manager, Talent Acquisition, Total Rewards, and Employee Experience), and Datuk William Ng (Chairman and Managing Director of Audience Analytics Limited).



“Today’s generation of graduates want more than job security. They want opportunities to learn, grow and make an impact. This award is a reflection of how URC is meeting that challenge head-on.”
URC has rolled out initiatives such as its Comprehensive High-Impact Internship Program, which immerses students in projects guided by mentors, and the NextGen Leaders Program, a management trainee track designed to prepare high-potential graduates for leadership roles.

It also launched #GrowBeyondURDegree and #LaunchURCareer, campaigns that use social media, school partnerships and campus activations to showcase the company’s workplace culture.

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Five URC brands are still top picks among Filipino homes

by Contributor
written by Contributor

Five flagship brands from food and beverage firm Universal Robina Corp. (URC) have landed in an exclusive list of products consistently chosen by millions of Filipino households.

Great Taste, C2, Piattos, Nissin and Payless were all among the most chosen FMCG brands in the Philippines according to the 2025 Brand Footprint Report of global consulting firm Worldpanel by Numerator.

“The results of this study show that our brands continue to earn the trust and loyalty of Filipino consumers,” said URC Chief Marketing Officer Karen Ong. “We’re proud that our products remain staples in homes across the country,” she added.

The Brand Footprint report is Worldpanel’s annual ranking of the most chosen FMCG brands worldwide. It uses a metric called “consumer reach points” (CRP) to measure a brand’s strength based on how many shoppers are buying the brand and how often. It essentially shows which brands are winning at the point of purchase.

One CRP represents a single instance of a shopper choosing a brand – integrating data on population, penetration and frequency – to provide a holistic view of brand performance.

“With more time spent out and about and an easing of inflation, Filipinos shop more often. This means more opportunities for each brand to be bought.” said Marie-Anne Lezoraine, Managing Director for Worldpanel by Numerator in the Philippines

Coffee brand Great Taste was in the top 10 most chosen FMCG brands in the Philippines, with 367 million CRP. It was also the fourth most chosen brand in the beverage sector.

Ready-to-drink green tea beverage C2 also landed in the beverage sector list with 33 million CRP.

Potato snack Piattos outpaced its rivals in the food sector, holding steady at seventh in the rankings, with 180 million CRP.

Noodle brands Nissin, with 101 million CRP, and Payless, at 73 million CRP, likewise landed in the most chosen brands list for food sector.

Worldpanel said an economic rebound in 2024 had led to a 6 per cent jump in consumer spending on FMCG brands.

“Brands that remained visible and accessible during this recovery period saw stronger gains in consumer engagement,” said Karen Ong. “URC’s portfolio clearly benefited from that momentum.”

URC produces iconic brands such as Great Taste, C2 Cool & Clean, Piattos, Maxx candy and Cream-O cookies, which have been part of Filipinos’ lives for decades. One of the country’s largest food and beverage manufacturers, URC also has significant, and growing, presence in ASEAN. Its leading regional brands include Lexus, Tivoli and Fun-O.

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