In the Philippines, Jollibee is the leading quick service restaurant (QSR) that takes pride in offering affordable langhap-sarap (delicious-tasting smell) meals and joyful dining experience. The brand is also known for championing traditional family values in its campaigns which have helped capture the hearts of its customers locally and abroad.

However, despite being a highly preferred brand, Jollibee recognizes the challenge of not only maintaining its leadership in the local fast-food industry but also constantly winning the interests of its market – the Filipino families and the working millennials.

With this in mind, Kwentong Jollibee was launched to:

• Reinforce brand affinity and drive brand love among families and the new generation of digital-savvy millennials and young professionals with fresh and relevant video content.

• Engage media to drive buzz around the short films and share its powerful messages nationwide.

To be able to tell stories in a new and compelling manner, Jollibee worked with renowned film directors to effectively capture and portray emotions for each episode. In September and December 2017, the brand released Apo (Grandchild) and Pamasko (Christmas) to pay homage to the special people in everyone’s lives – the grandparents and the hardworking Overseas Filipino Workers.

In February 2018, Kwentong Jollibee made the country fall head over heels with its Valentine’s series – Homecoming, Signs, and Status – that showcased the power of love. Prior to its online release, Jollibee engaged the media for an advanced screening and meet-and-greet with the cast.

In May 2018, Jollibee celebrated the endless love of mothers with its first-ever Mother’s Day trilogy – Amor, Tess, and Helen. This was followed by High Five, a light and uplifting Father’s Day tribute in June 2018.

Kwentong Jollibee effectively brought the brand to the top-of-mind of Filipinos with its heart-tugging and authentic stories. The episodes sparked mixed emotions of love and nostalgia among the target publics, prompting them to share their own Jollibee stories and bringing a significant rise in brand volume trend by 838%.

More than the Philippines, Kwentong Jollibee’s Valentine’s Series was also able to spark the interests of the international audience, with many YouTube creators posting reaction videos to the episodes, and improving total brand conversation by 200%. It also piqued the curiosity of the public to check the brand, bringing them to its Facebook page which increased the total page engagement by 59%. The success of each episode also drew many Filipinos closer to Jollibee, increasing positive sentiments by 850% as it imparted valuable lessons that are consistent with the brand’s values.