In the Philippines, 53.7% of internet users 16 years old and above go on social media to look for information about brands and products, according to the Digital 2025 Report by We Are Social and Meltwater. The same report also said 38.9% of Filipino social media users’ primary reason for going on social networks is to find inspiration for things to do and buy.
To capitalize on these factors while promoting authenticity and creativity, Julie’s, the country’s largest neighborhood bakeshop, is launching Breadcaster Search 2.0. Like last year’s iteration, the competition aims to give budding content creators and influencers a rare opportunity to become one of Julie’s brand ambassadors.
To join, like and follow Julie’s on Facebook and TikTok and post a creative 30- to 60-second video on TikTok featuring any of Julie’s products with the hashtag #JuliesBreadcasterSearch2. Aside from a chance to become one of the faces of Julie’s, the two grand winners will also take home P100,000 cash prize each.
Last year’s inaugural Breadcaster Search saw hundreds of entries from aspiring content creators, with Mark Cedrick Capareda and Jerrico Lopez named the two grand winners of the competition.
The previous Breadcaster Search saw hundreds of entries showcasing original music, comedy skits, dance videos, arts and crafts, and out-of-the-box ideas from aspiring content creators and fans. This year, Julie’s hopes for bigger and bolder entries, encouraging Filipinos to unleash their inner talents and explore the path of being a food content creator.
“Whether you’re just starting out as a content creator or rediscovering your passion in the space, we’re challenging you to see how your personal brand complements our brand,” said Julie’s Senior Marketing Manager Joan Optina.
She added that choosing to work with aspiring content creators and tapping them as brand ambassadors came easily for a neighborhood brand like Julie’s.
“Our goal is to not only serve freshly baked content on social media feeds, but to also be the brand that embraces the community of unique voices with creativity and passion. We have always envisioned that this campaign will help contestants get their career started in the content creation space and inspire them to do more,” Optina explained.
Jerrico Lopez, one of last year’s Breadcaster Search Grand Winner, received a cash prize of P50,000 and a brand new iPhone to support his career as a content creator.
True to its commitment to tap unique voices for their content, Julie’s had partnered with last year’s Breadcaster Search winners for several campaigns and events. Optina reiterated the brand’s commitment to support the past and future winners of the Breadcaster Search with some opportunities and collaborations with Julie’s.
“We love to see aspiring creators dream bigger and keep pushing forward, and we hope they look upon our brand as a trusted partner for authenticity and creativity while also empowering communities,” she said.
For better chances, Optina said participants may also post their entries on Facebook and Instagram Reels with the same hashtag. Julie’s Breadcaster Search 2.0 is still accepting entries until November 7, 2025. Visit Julie’s website for the complete mechanics.
