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Madalicious meals have become the joy of many homemakers through Home Foodie, the three-minute program that gives viewers easy-to-do recipes and tips on everyday cooking tasks. It is no wonder that the GMA-produced cooking show received the gold for Best Use of Advertiser-Funded Programming Broadcast at the Native Advertising Awards recently held in Berlin, Germany.

San Miguel Home Foodie

Powered by GMA's expertise in engaging the Filipino audience, the San Miguel Pure Foods message was effectively delivered through a program that fits perfectly into the daily routine of its market. Hosted by celebrity couple Drew Arellano and Iya Villania-Arellano, with steady direction from San Miguel Pure Foods Culinary Center chefs headed by Chef Llena Tan-Arcenas, the show was developed by San Miguel Food and Beverage, Inc. (formerly San Miguel Pure Foods Company, Inc.) in collaboration with The Huddle Room and GMA. Now going on its 5th season, the program continuously innovated to reach viewers and offer solutions to different kitchen dilemmas.

The Native Advertising Awards recognizes excellence through native content, advertising that follows the natural form and function of the user experience in which it was placed, instead of regular advertising that aims for disruption to get the audience's attention. With the awards' growing prestige, more countries have been sending entries, including Sweden, Peru, Croatia, the US, Germany, Belgium, Slovenia, Russia, Denmark, Italy, and Australia. Home Foodie's win confirms that the show has seamlessly and effectively integrated into the habits of their consumers by giving them ways to recreate traditional Filipino dishes and providing them with valuable kitchen tips and techniques.

By winning the highest honor in its category, Home Foodie Madalicious Meals has definitely brought home another delicious victory for the Philippines.