Mang Inasal partners with content creators to tell brand story and engage customers
Posted on 30 Sep 2026
Influencer marketing is evolving beyond product placements and sponsored posts. Today, brands can build meaningful partnerships with creators who bring brand stories to life in ways that resonate with their communities.
This was the perspective shared by Dezza Alvarez-Jagolino, Digital Content and Community Relations Manager of Mang Inasal, during the recent 33rd National PR Congress held on September 17-18 at Solaire Resort North, where she joined industry leaders in discussing the evolving relationship between brands and content creators.
For Mang Inasal, this approach is reflected in the Mang Inasal Creators’ Circle (MICC)—a community of content creators who have become part of the brand’s approach to storytelling and consumer engagement.
Beyond borrowing a creator’s voice
As Alvarez-Jagolino explained during the panel, brands naturally have something to say, but consumers today are also looking for voices they trust.
“Hindi na enough kung si brand na lang yung magsasalita (It’s no longer enough for the brand to be the only one speaking),” she said, emphasizing how creators can help brands connect with communities through voices that already have credibility and relevance.
But the relationship goes beyond simply borrowing a creator’s platform.
As the creator ecosystem matures, brands and creators are increasingly working together to shape stories that are authentic to the creator while still delivering the brand’s message.
That is the thinking behind MICC. Rather than treating creators as media placements, Mang Inasal works to build relationships where creators can bring their own perspectives and storytelling styles to brand campaigns.
Relevance over reach
The right creator is not necessarily the one with the biggest following.
For Mang Inasal, creator selection also considers authenticity and relevance—whether a creator’s community aligns with the brand and whether the creator genuinely connects with what the brand represents.
This means there can be a role for different levels of creators depending on the objective. Nano and micro creators can provide access to highly engaged niche communities, while larger creators can help deliver broader reach.
“It’s not just about the numbers,” Alvarez-Jagolino noted. “We look at their relevance, their authenticity.”
Building relationships, not just transactions
For Mang Inasal, creator partnerships also extend beyond financial compensation.
Creators value opportunities to connect with brands, gain access and experiences, develop their skills, and build longer-term relationships. This creates opportunities for brands to cultivate creator communities rather than relying solely on one-off collaborations.
It also opens the door to working with creators beyond the usual food-focused categories. Brands can explore niche communities whose interests naturally intersect with their stories—from food and family to aspirations, culture, and other passions shared by Filipino consumers.
Turning influence into connection
This approach reflects Mang Inasal’s broader relationship with Filipino consumers. In April 2026, the brand was recognized as the 2025 Top Brand in the Philippines under the QSR Grilled Category by Influential Brands®, highlighting its strong connection with consumers and presence in their everyday dining and celebrations.
For Mang Inasal, the recognition underscores that influence goes beyond reach. It is built through relevance, authenticity, and meaningful connections with the communities a brand serves.
That same principle shapes the Mang Inasal Creators’ Circle (MICC). By working with creators who understand and are trusted by their communities, the brand can tell its stories in ways that feel more personal, relevant, and authentic.
As influencer marketing continues to evolve, the opportunity is no longer simply to place products in content, but to co-create stories with the people who know their communities best. MICC reflects this shift—positioning creators not just as campaign partners, but as storytellers who help bring the Mang Inasal brand closer to Filipino consumers.
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