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 itgoes 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 spendingevery waking hour together in lockdown to long video calls across continents, family was what got everyone through.
The 3-minute-long campaign film titled “A Message from the Future”, shot in New York and directed by Law Chen, is set in 2060 and showsa grandfather recounting his memory of the pandemic to his grandchildren.The story starts off on a bleak note but gives way to hope and joyful family moments that could have only happened because the family spent more time together, a transition highlighted through the film's progression from black and white shots to coloured ones.
The film was launched on 16 May and is a grand culmination of Jollibee’s new Family Thanksgiving month initiative, which was launched to encourage everyone to always appreciate and be thankful for their families.
Francis Flores, JFC’s Philippines country marketing head and Jollibee PH marketing head, said Jollibee as a brand has been all about the joy of family, and while in current times it may be difficult to focus solely on that aspect, the brand realises just the same that there is a silver lining in all this.
"Coming from a powerful truth that we are spending time with our families more than ever, it has never happened before and may never happen again – we wanted this campaign to acknowledge the grim reality of the current pandemic but still give a positive message of hope. It’s all about appreciating these moments with them and finding the ultimate joy with family," he said.
BBH Singapore's CCO Sascha Kuntze said the team has gotten a little tired of seeing empty streets and locked up places in commercials. "The pandemic was and is a lot more personal. To really make an impact we wanted to show a perspective nobody had explored before," he said. BBH Singapore was appointed to handle creative duties for Jollibee last January, overseeing the brand and communications strategy and execution across international market projects.
Related articles:
Jollibee’s Christmas campaign: the appreciation and joy of family amid hard times
Jollibee taps on TikTok for romantic-comedy challenge with agency BBH SG
Jollibee hands global creative remit to BBH Singapore
Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow
FAQs
This is the theme of Jollibee's first global brand campaign developed by BBH Singapore, which reinterprets the brand's tagline of 'Joy of Family' in the context of the current pandemic.
What is the message of Jollibee advertisem*nt? ›
Generally, their advertisem*nts aim to showcase how important family values and traditions are in the Philippines and how Jollibee is a place where families can bond over delicious food and create lasting memories.
What is the phrase of Jollibee? ›
The official tagline of Jollibee is the Tagalog phrase "Langhap Sarap!", which literally means "delicious aroma".
What is Jollibee old slogan? ›
In 2000, when Jollibee Foods Corporation acquired Chowking that time, the branding was reduced to only include Jollibee's logo, with the "Atin ang Langhap-Sarap" jingle still being used until 2001, with the slogan "I-Jollibee mo!".
How would you describe Jollibee Chicken Joy? ›
Jollibee is best known for Chickenjoy, our signature fried chicken which is delicately hand-breaded to be crispylicious on the outside, with a secret marinade making it juicylicious on the inside.
What is tagline examples? ›
16 examples of company taglines
- "Sports today, strength tomorrow."
- "Life is short. Take the pictures."
- "Pets deserve real food too."
- "Your home, made better."
- "The technology of tomorrow."
- "More Zen is always a good thing."
- "Try a taste of joy."
- "Feel the Vital-min difference."
With a strict adherence to the highest standards of food quality, service and cleanliness, Jollibee serves great-tasting, high-quality and affordable food products to include its superior-tasting Chickenjoy, mouth-watering Yumburger, and deliciously satisfying Jolly Spaghetti among other delicious products.
What is the reason why Jollibee is successful? ›
Firstly, Jollibee used marketing strategies to bring their mission and vision to life, adapting to trends and consumer behavior. Secondly, Jollibee focused on factors such as food quality, service quality, and cultural/social influence, which were found to have a significant impact on customer satisfaction.
Who is the target market of Jollibee? ›
Answer. Answer: Jollibee primary target market (PTM) are the “Traditional Filipino Family” Kids 3-12 years old, teens 13-24 years old, adults 28- 38 years old.
Is Jollibee American or Filipino? ›
Jollibee Foods Corporation (abbreviated as JFC and Jollibee Group; also known as Jollibee after its primary fast food brand) is a Filipino multinational company based in Pasig, Metro Manila, Philippines. JFC is the owner of the fast food brand Jollibee.
Caktiong and his family decided on using a smiling. red bee. They chose a bee because of its association. with hard work, and because honey represents the. sweet things in life.
Why did they name it Jollibee? ›
They chose a bee because of its association with hard work, and because honey represents the sweet things in life. The “jolly” prefix was intended to connote happiness and enjoyment. Jollibee invested millions of pesos to register the “bee” trademark in the Philippines and other key countries.
Why is Jollibee unique? ›
A Sweet Twist on American Classics
Filipinos have a penchant for American food, but with a local twist. Jollibee's menu is a testament to this, offering items like spaghetti with a sweet banana ketchup sauce and hot dog chunks. This unique blend of flavors has made Jollibee a household name in the Philippines.
What is the oldest Jollibee? ›
This marked the birth of Jollibee as a brand, and its first official store opened its doors on January 28, 1978, in Quezon City.
Is the owner of Jollibee a Filipino? ›
Tony Tan Caktiong, CM (simplified Chinese: 陈觉中; traditional Chinese: 陳覺中; pinyin: Chén Juézhōng; Pe̍h-ōe-jī: Tân Kak-tiong; born 1953) is a Filipino businessman and investor. He is the founder and chairman of Jollibee Foods Corporation, and the co-chairman of DoubleDragon Properties.
Whose tagline is delivering happiness? ›
"Delivering Happiness," Zappos.
What is the tagline of KFC? ›
In 2015, along with a revamp of their U.S. advertising, KFC returned to using "Finger Lickin' Good". As of April 2016, KFC began using the slogan "Colonel Quality, Guaranteed." In 2020, during the COVID-19 pandemic, KFC suspended use of the slogan "It's Finger Lickin' Good" out of safety concerns.
What does the brand of Jollibee represent? ›
Jollibee's Mascot and Branding:
The bee symbolizes the brand's commitment to providing a joyful and family-friendly dining experience. Jollibee's mascot became an integral part of the brand's identity, creating a connection with customers, especially the younger audience.
