Judy Ann Santos-Agoncillo is stepping into a new role that blends two of her lifelong passions — storytelling and cooking.
Actress and chef Judy Ann Santos-Agoncillo leads a new campaign elevating Filipino cuisine. PHOTO FROM UFC
The well-loved award-winning actress and equally respected home cook partners with UFC in a campaign that puts Filipino flavors at the forefront.
Santos-Agoncillo brings a personal, grounded approach to the project. She said the collaboration immediately felt natural because it aligned with what she already practices in her own kitchen: using good ingredients and preparing food with intention.
“Food is my passion, and I believe in bringing the same level of care and quality to every meal,” said in an intimate press conference. “Filipino flavors deserve global recognition.”
Santos-Agoncillo also reflected on what “quality” means to her as both a chef and a homemaker.
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“For me, a good ingredient speaks for itself. You don’t have to do much to it,” she explained. “If you start with something world-class, that’s what you highlight. You don’t even need side dishes because the ingredient is already complete.” She also revealed that part of the partnership will include a series of cooking videos — a format reminiscent of “Judy Ann’s Kitchen,” her well-loved online cooking show. Returning to that space, she said, felt both nostalgic and exciting.
“We’ve been shooting some videos for UFC and it reminded me how much I missed ‘Judy Ann’s Kitchen,’” she said. “There are tips that are very helpful for homemakers and people learning to cook.”
Beyond recipes, Santos-Agoncillo sees the campaign as a chance to continue an advocacy close to her heart: teaching cooking as a basic life skill.
“I’ve been saying this for the longest time — cooking is a survival skill,” she said. “I always tell our children they have to learn how to cook. Even with the simplest ingredients, you should be able to make something so you won’t go hungry or depend on takeout.” With the right base ingredient, she added, anyone can stretch a pantry staple into a full meal. “Even if you only have one can at home, you won’t get hungry. You can make it work.”
Santos-Agoncillo hinted that more content and initiatives are lined up in the coming months.
“I’m excited because it’s just the start of another year. There are so many things planned, and I can’t wait for people to see them,” she finally said.
Founded more than five decades ago, UFC has grown from a household ketchup brand into a lineup of sauces, mixes, dips and pantry staples made for everyday Filipino cooking. The company emphasizes food safety and consistency across its products, supported by manufacturing facilities certified under global food safety standards.
The new campaign places Santos-Agoncillo at the center of encouraging families to rediscover home cooking and celebrate Filipino flavors — proving that excellence can begin right in one’s own kitchen.
Dining and Cooking