Village Connect
In Bacolod, fiestas are celebrated not only through colorful activities and food festivals but also inside family homes, where open doors and overflowing dining tables reflect the city’s strong sense of hospitality and community.
Mountain Dew highlights this distinctly Filipino tradition through its latest creator campaign, “DEW It sa Pista: Sugod-Fiesta Edition,” staged during the Bacolod Chicken Inasal Festival.
The campaign brings food creator Ninong Ry together with Nisa Nuggets, River Joseph and Dustin Yu, collectively joining the Tropang DEWds, for a different kind of festival experience. Instead of focusing solely on public festivities, the group visited local homes to experience Bacolod’s house-to-house fiesta culture.
At every stop, they joined Negrense families for home-cooked meals, shared conversations and discovered how a simple family handaan can quickly turn into a gathering of relatives, friends, neighbors and unexpected guests.
Grilled chicken inasal and other hearty dishes took center stage, accompanied by ice-cold Mountain Dew as families and visitors gathered around the table.
“Iba talaga ang fiesta ng Pilipino. Diyan nagsasama-sama ang pamilya, tropa, at buong barangay sa isang handaan. Diyan nabubuo ang samahan!” Ninong Ry said, adding that food and conversations become even more enjoyable when shared together.
First launched in 2018 and revived in 2023 following the pandemic, the Bacolod Chicken Inasal Festival has developed into a major celebration of the city’s culinary heritage and community spirit.
For Mountain Dew, Bacolod provides a fitting backdrop for a campaign centered on connection, food and Filipino hospitality.
Through “DEW It sa Pista,” the brand celebrates what happens beyond the festival stages—the spontaneous invitations, shared meals and conversations that make local fiestas memorable.
In Bacolod, the true measure of a fiesta may simply be how many people, whether invited or unexpected, are welcomed and given a place at the table.
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