Jollibee, the Philippines’ beloved fast-food giant, continues to make waves in the world of public relations, bagging four Silver Anvil Awards at the 60th Anvil Awards Gabi ng Parangal. Held at The Manila Hotel, the event recognized Jollibee’s innovative campaigns that blend heartfelt storytelling with cutting-edge technology, solidifying its place as a brand that resonates deeply with Filipinos.
Among the winning campaigns, the Jollibee JoyZone stood out for its creative use of augmented reality (AR), turning customer smiles into store discounts. This initiative not only brought joy to shoppers but also showcased Jollibee’s ability to merge fun with functionality. Meanwhile, the My Kwentong Jollibee Valentine’s Day and Mother’s Day campaigns tugged at heartstrings, celebrating love and maternal bonds through authentic, relatable stories that sparked nationwide conversations.
Jollibee also made strides in influencer marketing with its Generation Joy Fixed Creators Program, collaborating with top content creators to amplify its message of joy. By giving creators creative freedom, the campaign achieved genuine connections with its audience, proving that innovation and authenticity can go hand in hand.
Dorothy Dee-Ching, VP-Marketing of Jollibee Philippines, emphasized the brand’s commitment to creating campaigns that celebrate Filipino culture and bring people together. “These recognitions reflect our dedication to spreading joy and meaningful engagement with our customers,” she said.
The Anvil Awards, often called the “Oscars” of Philippine PR, highlight the best in public relations programs and tools. Jollibee’s wins underscore its ability to balance tradition and modernity, creating campaigns that are both timeless and forward-thinking.
What’s your favorite Jollibee campaign? Share your thoughts in the comments below!
