Selling Imperfection: Analysis on the Inglorious Fruits and Vegetables Campaign

Earlier this year, the third largest supermarket chain in France Intermarche released a global campaign to sell the non-calibrated and “imperfect” fruits and vegetables that industries usually throw away due to their unpresentable appearance. In a declared attempt to address food waste, Intermarche renamed these underdogs to “Inglorious Fruits and Vegetables” and advertised them in print, billboards, TV, radio, PR, Intermarche’s catalogues and social media. The Inglorious Fruits and Vegetables were sold 30% cheaper than regular produce. The supermarket chain then had a 300% increase of mentions on social networks during the first week, 1.2 tons average sale per store during the first two days, and an additional 24% of overall store traffic. Continue reading Selling Imperfection: Analysis on the Inglorious Fruits and Vegetables Campaign


My Husband’s Lover

My Husband’s Lover (MHL) was a popular soap opera in GMA 7 that took the primetime slot for around four months last year. The story of the soap was about a girl named Lally who was married to Vincent, but apparently was gay and has an unfinished affair with his college lover, Eric. Continue reading My Husband’s Lover

Deconstructing Teenage Pregnancy in Katorse

Katorse is a noontime soap opera about a small town girl who gets pregnant at fourteen. Nene, the story’s central character, is introduced as young and naïve. She is at the age of playing Chinese garter and wearing braided pigtails. But she would soon fast forward through this phase when her childhood playmate Gabby, who had promised to marry her someday, comes back after years of studying in the city. He has forgotten about Nene and fallen in love with someone else, yet Nene insists that they are meant to be together. Not too long after having her first menstruation, she has sex for the first time with Gabby and gets pregnant. She finds herself straddling between childhood and adulthood. Continue reading Deconstructing Teenage Pregnancy in Katorse

Oh, the Irony: A Deconstruction of ABS-CBN’s Magkaribal

We Filipinos live in a collectivistic culture. Be it a birthday, a work event, or funerals, these interactions always turn into an elaborate social gathering when placed in a Philippine context. Such is our investment in collective assemblies that it is hardly surprising how our media’s focus is almost always on the basest unit of society: the family.

When it comes to Filipino soap operas, it’s no exception. There are your arcs of siblings and/or rivals separated at birth, infidelities and mistresses and children out of wedlock, and the standard unattainable love interests. ABS-CBN’s 2010 suspense drama soap Magkaribal (in English, Rivals) follows the story of two sisters, Anna and Angela (with the pseudonyms Victoria and Gelai, respectively), who are separated as children and later find themselves rivals in the fashion industry without knowledge of their familial connection.

Continue reading Oh, the Irony: A Deconstruction of ABS-CBN’s Magkaribal