Our food reflects our life, community, and culture. One dish in particular, perfectly embodies Filipino norms. It is defined by the orange of carrots, the pale yellow of cabbages, the calming green of Baguio beans, and the dark roasted threads of noodles that, when combined, bring a savory umami to the air. This Filipino dish is called pancit, a fusion of different flavors in different forms. Whether served as bihon, canton, or both, it is truly a staple in every festivity and household that excites everyone’s craving.

On November 29, 2025, the Marketing Department (MKD) of the College of Business Administration and Accountancy (CBAA) at De La Salle University – Dasmariñas (DLSU-D) held LIKHA 2025, the culminating activity of fourth-year marketing students, at Bliss & Flair Commercial Building in Brgy. Langkaan 2, Dasmariñas City, Cavite. The event aimed to promote healthier pancit alternatives through integrated marketing strategies, with their partner MSME, Heavenly Chef “The Heavenly Food Creations” and its vegetable-infused noodles. 

Pancit and LIKHA 2025, intertwined

While deliciously flavorful and perfect for  community gatherings, traditional pancit carries an unhealthy fat from cooking oil and preservatives in store-bought noodles. With this in mind, modern pancit seems to contradict its famous mantra of being “pampahaba ng buhay,” as these unnecessary additives can negatively affect our well-being. Rosario Pelino recognized this problem, which inspired her to create vegetable noodles for her brand Heavenly Chef “The Heavenly Food Creations.” 

Pelino’s creation advances the mission of providing a healthy alternative, but the broader vision for a healthier nation remains far from fruition. Fortunately, fourth-year marketing students shared this advocacy, which led to LIKHA 2025, an Integrated Marketing Communications (IMC) competition designed to bring Pelino’s vision to a definite expansion. 

LIKHA 2025 brought in two teams, Sidlak Strategists and Tanyag Thinkers—two competent teams that presented a roster of ideas and both faced a grueling question-and-answer portion from esteemed judges Jomar Tito, Marlou Alfaro, Lyks Alfaro, and Pelino herself.

Reimagining pancit in modern age

Filipino customs and familial piety are at the heart of every campaign presented. Sidlak Strategists, with their “Pan-See-It To Believe It” campaign, recognizes that Gen Z increasingly influences household purchasing decisions and digital consumption. By integrating social media channels, color-coded packaging per flavor, and family-centered messaging in their proposal, Heavenly Chef’s vegetarian noodles are positioned to bring fun to every occasion. Judges praised their work, noting how the healthy features of the noodles were highlighted, though revisions on the brand logo and tagline were recommended as well.

Innovation and advocacy can change how consumers view pancit, as it is not only a symbol of family, but also a reflection of the combined efforts of farmers in producing its ingredients. Tanyag Thinkers, with their campaign “Heavenly good for you,” combined advocacy for locally sourced products with an emotional connection to every bite. Judges approved their plan with minor revisions to communication strategies. Pelino said the digital video ad encapsulated her brand messaging.

As the event unfolded, Kristin Madarieta serenaded the audience with her soulful rendition of Apo Hiking Society’s “Panalangin” while guests enjoyed the food provided. The Lasallian Pop Band performed their rock-inspired rendition of Jason Dhakal’s “Para Sa Akin” to uplift everyone’s mood as the judges’ deliberation concluded.

The heavenly inspiration and celebration

But a question lingered: What is Heavenly Chef all about? In this regard, LIKHA 2025 served not only as an IMC competition but also as the platform for the media launch of the brand itself. Pelino narrated how her brand started as Hidden Mana Catering, which lasted more than a decade. She immersed herself in cooking Filipino dishes, especially pancit. When her initial business name was found to be already registered, she sought guidance from God, and the Heavenly Chef “The Heavenly Food Creations” idea was born.

With help from the Office of the Provincial Cooperatives Development Officer (OPCDO) and the Department of Science and Technology (DOST), she trademarked the brand and created her defining product: vegetarian noodles in four locally sourced Cavite flavors: kalabasa, malunggay, remolatsa, and carrot. She hopes her products encourage people to be health-conscious while supporting the local agriculture industry. With the help of DLSU-D’s fourth-year marketing students, she hopes this partnership creates bigger and newer opportunities for MSMEs like hers.

After the media launch came the awarding ceremony. Sidlak Strategists was hailed Overall Champion, also bagging awards for Best Digital Video, Best Digital Campaign, and Best Traditional Campaign. Tanyag Thinkers received Best Agency Pitch/IMC Plan. Cheers grew wild as the event concluded, participants hugging and congratulating one another.

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As the thunderous applause roared around the room, one thing became clear: LIKHA 2025 proved to be more than a mere competition of ideas—it was a testament to the Lasallian virtue of community service. According to Mian Rayray, Marketing Department (MKD) faculty and LIKHA’s founder, participants are not defined by their win or loss but measured by what they become in the process.

The event was a true celebration for all, demonstrating that just as the pancit remains a symbol of nourishment for Filipino families, students’ innovative ideas can nourish and support the local community.