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Delish Philippines Website / Campaign

The Midnight Table: a Noche Buena campaign, built as a website.

A brand and campaign concept for Delish Philippines: three readers, a job for print, web and social, a search plan, sample stories and a 30-second film, across 37 pages that arrive as you scroll.

Visit The Midnight Table

Concept brand and campaign plan

Client
Delish Philippines
Role
Strategy, writing, design & build
Focus
Brand and campaign concept
Stack
HTML CSS JavaScript

The opportunity

Delish Philippines aims to be “the global voice and premier showcase of Filipino gastronomy.” Globally, Delish is a destination for recipes, videos and food news. The room between the two: stories with real depth that readers can still cook from.

Noche Buena changes from home to home. Hosts budget it item by item, every family table has its own story, and Filipinos abroad want a taste of home they can cook where they live.

What I made

Beyond Adobo is the always-on idea: Filipino food past the dishes everyone already knows. The Midnight Table is its first campaign, built for Noche Buena around three readers: the host, the heritage reader and the Filipino abroad.

I made it end to end: the research and strategy, the writing, the design, the film and the code. It runs as a 37-page website with no framework, where each page has its own palette and arrives over the last as you scroll, and every page works on a phone, with a keyboard and in print.

A closer look

The Host’s Table: a reader’s need, “Help me host without the last-minute panic.”, beside a plate of pancit.
Three readers, each with a table of their own.
“Made to keep.”: a print feature, “The dish that makes it Christmas”, on a red page.
Print, web and social, each with one job.
“Meet the search.”: one reader’s question, “How do I plan Noche Buena?”, and the search result it should find.
One question, planned for search engines and AI answers.
Three sample social posts: an Instagram carousel, a Facebook question and a Reel.
Sample posts, written and designed for each platform.

What’s in the concept

  1. Readers

    The host, the heritage reader and the Filipino abroad, each with a need and a route in.

  2. Platforms

    Print to keep, the website to use, social to share.

  3. Search

    One reader’s question, planned for SEO, AEO and GEO.

  4. Samples

    A planning guide, two features, three social posts, a 30-second film and a YouTube episode.

What it is

Concept

brand and campaign plan

What it adds up to

  • A whole campaign in one site you can scroll through, from the research to a 30-second film with an original score.
  • Researched from thirteen public sources.
  • Partner packages and a plan from a light December test to the full campaign in 2027.

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