UA&P students won first runner-up at this year’s Ateneo Intercollegiate Marketing Seminar (AIMS), a 3-day premier marketing competition for the top 200 bonafide junior to senior undergraduates from the top schools in Metro Manila. This year, AIMS partnered with Jollibee Foods Corporation to challenge teams to come up with a Philippine insight that would make the flame-grilling process of Burger King relevant to millennials. Teams were also tasked to articulate the taste of flame-grilled beef burgers in a crave-worthy way and communicate it in a form of a tagline. Both of these challenges should be communicated through a 360 marketing campaign.

The UA&P team (Team Bentamax) was composed of Joan Gatapia (4th year – IMC), Gian Bagui (5th year – IEP), Emerson Borja, Andrei Salta and Christian Siaton (4th year – IEP). Their winning proposal was “Your Legit Burger”, a 3-phase IMC campaign which aims to establish relevance of Burger King’s flame-grilling as a crucial process in making authentic and delicious burgers amongst its target market.

The first round required submission of executive summaries from the top 35 participating teams. After a rigorous screening process, the top 10 teams moved on to the semi-finals round and presented their big ideas to a panel of judges last January 20, at the EDSA Shangri-la Hotel. The top 5 finalists were then given prestige mentoring before finally presenting to Jollibee and Burger King Representatives last January 27, at the EDSA Shangri-la Hotel. Team Bentamax was the only non-Atenean team to make it to the top 5 teams.