The love and passion that Filipinos have when it comes to food is no secret. Whether it be eating out or eating in the comforts of our own home, eating is definitely a favorite Filipino pastime. With this in mind, Electrolux is embarking on a journey to re-discover our appreciation of Filipino food, culture, and heritage through its Discover-E kitchen campaign.

Electrolux Discover-E logo
Electrolux Discover-E

“As part of our commitment to meet the needs of (Filipino) consumers, Electrolux has carried out a nationwide initiative designed to promote culinary discovery and enjoyment of Filipino cuisine,” says Andrea Pionilla, Group Product Manager, Electrolux Philippines. “Our Discover-E campaign will let consumers discover and do more culinary exploration in their kitchens with the help of Electrolux kitchen appliances.”


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Electrolux’s Discover-E campaign will have a series of activities: the Discover-E Web Series, photo contest, and the Discover-E Food Festival in June.

The Discover-E Web Series will teach avid home cooks easy ways to do Neo-Filipino dishes which they can prepare and enjoy in their own kitchen. Chef Bruce Lim and Chef Rosebud Benitez, Electrolux’s celebrity chefs, will showcase the delicacies of different regions of the Philippines per episode through these instructional 10-minute YouTube videos. The two chefs will be presenting their own recipes and will teach viewers how to turn ordinary and traditional Filipino dishes to 5-star restaurant dishes www.youtube.com/ElectroluxPH1.

Food fanatics, on the other hand, shouldn’t miss out on the chance to win amazing prizes every week by joining a food photo contest coming very soon. All they have to do is post and share photos of their favourite Filipino dishes on Instagram or Twitter by tagging @ElectroluxPH and including the hashtag #DiscoverE.

Celebrate and discover Filipino cuisine as Electrolux brings together your favorite Filipino dishes from all over the Philippines. The Electrolux Discover-E Food Festival lets consumers discover Electrolux kitchen appliances through new flavors and tastes Filipinos will surely love. The food festival, scheduled for June 15 – 16 at the NBC Tent, will feature different food vendors selling Filipino food, cooking demos by celebrity chefs, little chef apprentice cooking workshops, cooking challenge for culinary students, live entertainment, raffles, and games.

For more information about Electrolux Discover-E, visit www.electrolux.com.ph/discover-e

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