Radio DJ called out over ‘online limos’

Restos, food businesses shre experiences with “influencer” seeking bulk giveaways for free.

Filipino food businesses subtly called out a radio disc jockey over an apparent tactic of asking for free products in exchange for vague, minimal promotions.

Marga Bellosillo, owner of the online food business Cooked by Grace, shared a conversation with the influencer on Threads, in which the DJ allegedly asked Bellosillo to sponsor her radio show by providing 18 boxes of cookies for free, offering on-air acknowledgment in return.

While the posts do not name the DJ in question, comments identify her as a radio personality with a nationwide network who has also authored books and is known in the literary community as a writer and spoken word performer. She reportedly hosts an art-focused weekly program on a rock music station, where a recent episode featured a two-minute spiel for the day’s product sponsor.

“If you read her message, parang it’s so demanding and off. If you want to help SMEs like me, asking and demanding for 18 boxes of cookies is not the way to go… You can always ask politely,” Bellosillo said in a post dated August 31.

Other food business owners began to share their own experiences with the DJ, who had made similar requests to sponsor the show through free bulk orders.

Liège Manila owner Jessa Sincioco-Marcellano also posted snippets of her own conversation with the DJ, who requested 20 boxes of waffles in exchange for “live acknowledgement and photos.”

“Sad how some pretend to ‘support’ but in reality just want to take advantage of small businesses. Still can’t believe she was asking for 160 pieces of waffles, that is worth ₱17,600 worth of products,” she said.

Free giveaways and PR kits are an accepted practice among companies, which strategically reach out to celebrities, influencers, and media to promote products. However, the business owners found the DJ’s tactic of asking for products unacceptable, especially given her seemingly insignificant following on social media.

Bellosillo added that the DJ had roughly 1,000 Instagram followers and did not have much engagement on her posts.

“It’s really iffy. 18 boxes in exchange for an on-air acknowledgement that comes with no measurable ‘value.’ The pitch is just plus through DM? You can introduce yourself through DM and then at least have the decency to send a formal pitch through a legit business channel,” said one commenter under Bellosillo’s post.

As more business owners share their frustrations with the DJ and influencers who employ similar tactics, the conversation highlights that social media promotions are professional exchanges. Small businesses, especially those dealing with food, tend to be selective and precise with inventory to maintain costs, and influencers seeking free products may disrupt that and leave businesses shouldering costs of thousands of pesos that could have gone toward other expenses.

READ: