Full feature published at Marketech APAC
When Aboitiz Foods set out to talk about sustainability, it didn’t start with a report full of metrics and certifications. It started with a simpler realisation: the company already had the stories it needed. They were just buried in the everyday work of the people behind its mill-to-meal operations.
With this realisation, Aboitiz Foods initially conceptualised a campaign for its Feeds business to encourage its team members to share their sustainability stories and make them more visible, relatable, and grounded in real-world experiences. That’s how ‘everymeal’ – Aboitiz Foods’ flagship sustainability storytelling platform – was born.
This 2026, as the company marks its second anniversary under a unified corporate brand, the campaign was recognised and won a Bronze Award at MARKETECH APAC’s Content Marketing Awards Asia Pacific.
The ‘everymeal’ campaign started as a social media campaign for Pilmico Feeds, Aboitiz Foods’ animal nutrition and feeds manufacturing business in the Philippines, and grew out of a gap the team kept noticing: technical and product expertise was already well understood across the business, but the stories that reflected its deeper purpose were going untold.
Pamela Lynne Liwag, Aboitiz Foods’ Assistant Vice President for Brand & Reputation Management, shared how the idea for a sustainability campaign came to life.
“Across Aboitiz Foods, sustainability was already embedded in the way we operate—from responsible sourcing and manufacturing to supporting farmers and communities,” Liwag said. “Yet many of these efforts were often viewed as ‘business as usual,’ rather than stories worth sharing. ‘Everymeal’ became our way of bringing these everyday actions to light and showing how they collectively contribute to a more sustainable food value chain.”
The campaign’s five pillars — everyingredient, everyformula, everyfeed, everyanimal, and everyone — are mapped deliberately to Aboitiz Foods’ role across the food value chain, from responsibly sourcing ingredients and developing nutrition solutions to supporting farmers, animal health, and communities. These pillars are rooted in the company’s purpose of sustainably feeding Asia’s growth from mill to meal, with each pillar representing a stage of that journey.
Perhaps the most distinctive part of ‘everymeal’ is where its stories actually come from — not the communications team, but from employees in supply chain, quality assurance, research and development, and other functions rarely asked to write for external audiences.
Communications Manager Anna Gail Carreon-Lubrico shared how they encouraged Aboitiz Foods team members to become storytellers.
“We knew from the beginning that sustainability stories couldn’t come from the Communications team alone,” Lubrico said. “The people closest to the work were the ones best positioned to tell them.”
Rather than asking colleagues to write full articles, the team simply asked them to share what they were already doing, using a structured storytelling template with guide questions and sample responses.
“Although the stories came from different countries and functions, they were united by the same Aboitiz Foods values—integrity, teamwork, innovation, and responsibility—bringing our massive transformative purpose to life,” Lubrico said.
Looking ahead, Liwag said the goal for ‘everymeal’ isn’t just to capture more stories but to inspire more storytellers – creating more opportunities for employees across the organisation to actively contribute their own experiences.
“When sustainability is communicated through authentic experiences that people can relate to, it becomes more accessible, more credible, and ultimately more impactful,” Liwag said.
For Aboitiz Foods, the ‘everymeal’ campaign will continue to evolve beyond storytelling by making sustainability more participative across the organization. Alongside sharing stories of sustainability, it will explore an engaging, fun, and educational internal campaign that brings people together, encourages them to share their own experiences, and empowers employees to become sustainability advocates in their own way.
Read the full feature at Marketech APAC.
Tanya Jawab:
1. What is the ‘everymeal’ campaign, and how did it originate?
The ‘everymeal’ campaign is Aboitiz Foods’ flagship sustainability storytelling platform. It originally started as a social media campaign for Pilmico Feeds—Aboitiz Foods’ animal nutrition and feeds manufacturing business in the Philippines—to address a gap where technical expertise was well understood, but deeper stories about the company’s purpose and day-to-day sustainability efforts were going untold.
2. What are the five pillars of the ‘everymeal’ campaign?
The five pillars are everyingredient, everyformula, everyfeed, everyanimal, and everyone. These pillars map directly to Aboitiz Foods’ role across the food value chain—from responsible sourcing and nutrition development to supporting farmers, animal health, and communities.
3. How are employees involved in the storytelling process?
Rather than relying solely on the communications team, stories are gathered directly from employees across various functions, such as supply chain, quality assurance, and research & development. To make participation easy, employees fill out a structured storytelling template with guide questions and sample responses about their day-to-day work.
4. What are the future plans for the ‘everymeal’ campaign?
Aboitiz Foods plans to evolve the campaign beyond storytelling by making sustainability more participative. The goal is to launch engaging, fun, and educational internal initiatives that encourage employees across the organization to share their experiences and become active sustainability advocates in their own way.
