Eight8Ate Holdings Inc., the company behind well-loved food brands such as Wendy’s Philippines and Conti’s Bakeshop and Restaurant, continues to strengthen its brand portfolio through strategic partnerships that resonate with today’s generation of consumers.
As part of its ongoing efforts to enhance brand relevance and deepen engagement with the youth market, Eight8Ate formally introduced rising young actress and reality-show standout Caprice Cayetano as the newest brand ambassador of Wendy’s Philippines. The announcement was made during a contract signing and media launch held at Wendy’s Doña Soledad, in collaboration with Sparkle GMA Artist Center.
The partnership reflects Eight8Ate’s broader vision of building brands that go beyond products—fostering meaningful connections with customers through authenticity, relatability, and shared experiences. Caprice, who gained widespread recognition after emerging as a Big Winner in a popular reality television show, represents a new wave of influential personalities who embody these values.
Her genuine affinity for the brand, particularly her fondness for Wendy’s iconic Classic Iced Tea, adds depth to her role as ambassador. More than just a celebrity endorser, she brings a personal story that aligns with Wendy’s positioning as a brand that is both familiar and refreshing to Filipino consumers.
According to Mr. Joey R. Garcia, President and CEO of Eight8Ate Holdings Inc., the partnership is a result of a deliberate and thoughtful search for a personality that truly reflects the brand’s identity.
Searching for the past three years, “I was convinced we have to find the right person with the right personality to represent Wendy’s,” he stated. With this partnership, he confirmed that Caprice embodies the brand’s vision of being fresh, vibrant, and unique that resonates with today’s consumers.
He emphasized that initiatives like this are part of Eight8Ate’s long-term strategy to ensure that its brands remain dynamic and relevant in an increasingly competitive and digitally driven market.
Sparkle GMA Artist Center also expressed strong support for the collaboration, noting Caprice’s growing influence and strong connection with her audience as key strengths that will complement Wendy’s marketing direction.
For her part, Cayetano described the partnership as a meaningful milestone in her career, likening it to gaining an extended family. She fondly recalled how Wendy’s Litro Iced Tea was a staple in her daily routine, often brought as “baon” during her school days—making the collaboration even more personal and significant.
The launch event featured highlights such as the official contract signing, media engagement sessions, photo opportunities, and fan interactions, marking an exciting start to the partnership.
Through initiatives like this, Eight8Ate Holdings Inc. continues to reinforce its position as a forward-thinking food and lifestyle company—driving innovation not only in its offerings but also in how it connects with the modern Filipino consumer.
