Jollibee reinterprets Joy of Family tagline, adopts sombre tone in global spot Details 18 May 2021
Jollibee s first global brand campaign features a perspective-changing story about the times everyone is currently living in, reinterpreting the brand s tagline of Joy of Family in the current context of the pandemic. Done in collaboration with BBH Singapore, it is a departure from the brand s usual campaigns, taking on a sombre and realistic tone as it goes into the future to record a nostalgic and emotional story of a migrant Filipino family based in the US.
The brand highlights the story of how consumers are able to see what s most dear to them - their families - in the darkest hours, despite having their lives upended worldwide. From physically spending every waking hour together in lockdown to long video calls across continents, family was what got everyone through.
BusinessWorld
May 6, 2021 | 12:03 am
FAMILY sits front and center in fast food giant Jollibee’s latest campaign called “Family Thanksgiving Month” (to be held annually henceforth every May). This was launched via a press conference on both Zoom and Facebook Live last week featuring media personalities Edric and Joy Mendoza. Still, the star of the show was the star of yet another Jollibee commercial, actress Anne Curtis.
“For us at Jollibee, this [pandemic] brought about a very powerful truth: all of us are spending more time with our families, and it has never happened before, and might never happen again,” said Jollibee Foods Corp. (JFC) Philippines Country/Regional Marketing Head and Jollibee Philippines Marketing Head Francis Flores about the impetus of the campaign.
Published February 4, 2021, 8:30 PM
The award-winning Kwentong Jollibee series is back again this Valentine Season to send forth the message of finding strength in love. Now on its fifth year, the fast-food chain’s popular Kwentong Jollibee gives a triple treat of romantic videos inspired by love stories in the time of the pandemic.
“Challenges and rough times are felt more now than ever before, leaving people a little doubtful of love. That is why this year, what we would like to highlight is that there is strength to be found in love that is determined to overcome all hardships, and make it work,” shared JFC Philippines Country/Regional Marketing Head and Jollibee Philippines Marketing Head Francis Flores.