Disney+ Philippines scores a festive win with 'Queso de basketball' campaign

As the 2025 holiday season drew to a close, Disney+ Philippines teamed up with local creative agency Leron Leron Sinta to deliver a festive campaign that leaned heavily into Filipino culture, combining two seasonal staples: basketball and queso de bola.

The campaign, titled ‘Queso de basketball,’ reimagined the classic Christmas cheese as an edible centrepiece shaped like a basketball.

Designed as a playful nod to the NBA games now streaming on Disney+, the limited-edition item was distributed to both basketball fans and casual audiences ahead of the holidays.

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By blending sport and tradition, the campaign aimed to position Disney+ not just as a streaming platform, but as part of local holiday conversations.

The visually striking queso quickly gained traction on social media, where recipients shared photos and reactions, helping the activation travel beyond its initial audience.

The approach reflects a growing marketing trend in the Philippines, where brands are increasingly tapping into cultural touchpoints to build relevance and emotional connection. Basketball remains one of the country’s most widely followed sports, while queso de bola continues to be a familiar presence on Filipino Christmas tables.

While the ‘Queso de basketball’ itself was a seasonal offering, the broader message extends beyond the holidays. Filipino fans can continue to watch NBA games on Disney+ by downloading the app and streaming games on demand.

The activation also signals the beginning of a longer-term collaboration between Leron Leron Sinta and Disney+ Philippines. Both parties have indicated that more creative projects are planned for 2026, suggesting that locally rooted storytelling will remain central to the platform’s marketing strategy in the market.

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