MANILA, PHILIPPINES– To help Jollibee bring back its classic burger Champ, Propel Manila created a spot that matches the burger’s appeal to its loyal fans.
Set to the tune of Italian folk song and now popularly known as the theme to Spanish series La Casa de Papel, Belle Ciao the campaign made use of user-generated statements from social media.
In his Facebook account, Propel Manila’s Chief Creative Officer Raymund Sison wrote, “My LSS these past weeks! We totally enjoyed turning the social media comments of CHAMP’s biggest fans into an epic anthem for its most-awaited return!”
An early teaser was also released that put the Jollibee squad in a virtual call with a mystery participant coming in. This has prompted loyal fans to put on the nostalgia and share their Jollibee toys and merchandise in the comments.
The product was discontinued earlier this year in January and made a comeback on October 30.
