Every day, thousands of jeepney drivers spend long hours on the road to help keep communities connected, and to sustain the daily journey of our workforce.
Through Project Pasada, Universal Robina Corporation’s (URC) Maxx Candy aims to support jeepney drivers while encouraging small acts of generosity among commuters.
Running from May 26 to June 22, the program features specially branded jeepneys operating on select routes across Metro Manila and nearby areas. As part of the initiative, Maxx will provide fuel assistance to participating drivers throughout the campaign period to help ease some of the financial pressures brought by current fuel prices.
Project Pasada also invites commuters to take part through a simple act of generosity. By voluntarily telling Kuya Driver, “I-Maxx n'yo nalang po”, commuters are choosing to skip their “sukli” of up to 10 pesos in exchange for Maxx candy products.
“Jeepney drivers play an important role in the daily lives of millions of Filipinos, yet many continue to face challenges brought by increasing costs. Through Maxx’s Project Pasada, we wanted to create a simple way for communities to show support while recognizing the hard work and resilience of our drivers,” said Mian David, President of URC Branded Consumer Foods Group Philippines.
The initiative also highlights the stories of jeepney drivers and the contributions they make to their families and communities. From parents working long hours to provide for their children to veteran drivers who continue to serve passengers every day, Project Pasada shines a light on the people behind one of the country's most familiar modes of transportation.
“Malaking bagay ang Project Pasada, lalo na ngayong pasukan. Malaking impact ang tulong ng Maxx sa mga drivers katulad ko,” (Project Pasada is very helpful, especially during the start of the school year. Maxx’s help has been very impactful for jeepney drivers like me) said jeepney driver Henreal Paul “Renren” Bohol.
“Nagmamaneho ako para sa dalawang anak ko. Masaya ako na dahil sa Maxx, naibigay ko 'yung enrollment ng mga bata," (I drive to support my two children. I’m very happy because of Maxx, as I was able to support their education.) said jeepney driver Nelson Ibarra.
Project Pasada runs until June 22 across participating routes in Metro Manila and nearby areas.
Maxx Candy products are available in sari-sari stores, convenience stores, and supermarkets nationwide.
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For 70 years, Universal Robina Corporation (URC) has been creating brands that have become part of everyday Filipino life. From Jack ‘n Jill Piattos, Cloud 9, Maxx Candy, Cream-O, and Payless to C2 Cool and Clean and Great Taste coffee, URC’s iconic and innovative products have delighted generations of Filipinos, reflecting its enduring commitment to quality, innovation, and bringing joy to every household. Maxx Candy delivers a flavorful and refreshing candy experience with its signature “cooling” sensation and fruity flavors. Perfect for on-the-go refreshment or quick pick-me-ups throughout the day, it combines long-lasting taste with an enjoyable burst of freshness in every piece. Known for its iconic flavors and affordable indulgence, Maxx is a favorite treat for Filipinos looking for a flavorful and refreshing candy experience anytime, anywhere. To learn more about URC, visit its website (www.urc.com.ph), Facebook page (@urcphilippines) and TikTok account (@urcphilippines). 
Driver Nelson Ibarra stands in front of his jeepney, which serves as his primary livelihood. The father of two shares that initiatives like Maxx Candy’s Project Pasada help ease challenges, contributing to some of his family’s needs
Through Project Pasada, Universal Robina Corporation’s (URC) Maxx Candy aims to support jeepney drivers while encouraging small acts of generosity among commuters.
