Jollibee established itself as the leading quick service restaurant in the Philippines through 40 years of serving langhap-sarap (delicious-tasting smell) meals and providing joyful dining experiences. It also prides itself in espousing exemplary family values present in its quality service, unique company culture, and emotional marketing campaigns which helped Jollibee secure a permanent spot in the hearts of Filipinos.

For Jollibee, the challenge is not only to stay on top, but to remain relevant to its patrons—Filipino families—most especially in today’s digital era. It also needs to solidify its position as the undisputed champion in the hearts of the internet generation—today’s Filipino working millennials.

For this campaign, Kwentong Jollibee intended to:

• Reinforce brand affinity among Filipino families, and drive brand love among the digital-savvy millennials and young professionals through fresh, relevant video content

• Engage media to trumpet the powerful messages carried by the narratives across different platforms

In September and December 2017, the Kwentong Jollibee episodes, Apo (Grandchild) and Pamasko (Christmas Gift) were released as homage to grandparents and the hardworking Overseas Filipino Workers (OFWs). To kickoff 2018, the Valentine’s Day series, “Homecoming”, “Signs”, and “Status” made headlines as each explored the different forms of love. As the most anticipated viral hits, a special media screening and cast meet-and-greet were held for the Valentine’s Series. On Mother’s Day in May 2018, the unconditional love of mothers was celebrated through the trilogy, “Tess”, “Amor”, and “Helen”, followed by the Father’s Day tribute, “High Five”, released on June 2018.

All Kwentong Jollibee episodes were strategically released before or on the day of the significant celebration, which created a positive clamor online due to the engaging narratives that captivated millions of viewers in the Philippines and around the world.