STRENGTHENING JULIE’S BAKESHOP’S BRAND POSITIONING THROUGH STRATEGIC PR

TeamAsia partnered with Julie’s for a 12-month PR campaign to strengthen its position as the country’s largest neighborhood bakeshop while increasing visibility for its franchising opportunities. The campaign used human-centered stories, milestone moments, and multi-platform content to highlight Julie’s deep connection with Filipino communities and build momentum toward its 45th anniversary. TeamAsia delivered 18 PR initiatives, including press releases, exclusive features, broadcast interviews, product seeding, sponsored content, media relationship building, crisis communications, and ongoing PR counsel. The program successfully reached both consumers and prospective franchisees, with product-seeding initiatives driving strong lifestyle coverage and business interviews reinforcing Julie’s role in franchising and local economic growth. Overall, the campaign secured 83 organic media pickups across print, television, online, blogs, and social media, reaching more than 68 million people. It generated over ₱107 million in media value and delivered an estimated 3,805.75% return on Julie’s PR investment.