Jollibee is the number 1 fast food chain in the Philippines. On January 2020, it phased out its premium burger, CHAMP, and within minutes, fans flooded social media with outpouring sentiments: unforgettable memories, declarations of love, and raving tributes.

When the brand decided to bring the CHAMP back, they knew they needed to re-launch it in a way that will excite the Filipinos, and eventually energize brand sales.

So to launch the return of CHAMP, Jollibee took inspiration from the very same people who inspired this comeback: The most loyal fans of CHAMP. And the brand turned them into rockstars!

Introducing CHAMP’S Biggest Fans! The first ever campaign made entirely by fans. Starting with the lyrics, composed from tens of thousands of comments and tweets, stitched together to become an anthem that will welcome the CHAMP.

Then they put the fans at the center of social, turning their tweets into ads, and their comments into branded content. And most importantly, they celebrated the fans as the brand’s real influencers, real people with real influence.

This outpour of love for a burger won’t come from the average casual consumer of the CHAMP. Strong feelings and intense reactions like these can only come from loyal followers who are emotionally invested in the CHAMP.

And there came the opportunity: When Filipinos are so emotionally invested in something, we can make big things happen. Whether it’s the first ever people power that toppled a dictator or achieving a zero crime rate during a Manny Pacquiao fight, breaking a global Twitter record for #Aldub, or creating a global icon like Jollibee, we make the seemingly impossible, possible.

So the strategy was to unite the Filipino’s devoted passion for the CHAMP — all these strong feelings and outpouring love — and use it to celebrate the return of the CHAMP of the people. All orchestrated on platforms and mediums, where people can engage with the brand and each other.

So to launch the return of a legend, Jollibee took inspiration from the very same people who inspired this comeback: The CHAMP fans. The brand turned them all into rockstars. And their tweets into lyrics. Stitched together to create an anthem that will welcome the CHAMP’s return.

Then they put the fans at the center of social, turning their tweets into ads, and their comments into branded content. And most importantly, they celebrated the fans as the brand’s real influencers, real people with real influence.

And the results were legendary! Gaining over 15.2 million views and a whole lot of love from all the other fans, breaking records for brand engagement benchmarks by 841% on viewability and 562% on view-through rates. And more importantly, resulting in sales spiking to 500% on its first day, and overachieved daily sales targets by 150%. During a financial crisis.

Indeed it’s the fans that make the legend, and the legendary results.