MANILA, PHILIPPINES — Jollibee is delivering big on joy once again as it takes the celebration of its iconic Chickenjoy to new heights with the launch of its latest party-filled and vibrant ad campaign. This new ad spot, entitled “Ito ang Chickenjoyest,” was collaborated on by Jollibee and creative agency Publicis JimenezBasic. It shows that the classic best-tasting Chickenjoy is now at its biggest and still priced at only PHP 82 if you buy the popular one-piece solo order.
The ad opens with a heart-pumping, powerful, groundbreaking beat that immediately captures viewers’ attention. The commercial features Jollibee’s endorsers — Anne Curtis, Joshua Garcia, and Belle Mariano — and takes viewers on a musical journey, celebrating the unmatched combination of superior taste and larger size of the Chickenjoyest.
The tagline “Best-Tasting na, Our Biggest Pa! Ito Ang Chickenjoyest!” perfectly captures the essence of the campaign, reinforcing Jollibee’s commitment to providing exceptional quality and value to its customers.
The storyboard, crafted by Publicis JimenezBasic, brings to life the excitement and joy of experiencing the Chickenjoyest Chickenjoy. “With a product that’s now bigger and better, we needed to go out there in literally a big, grand way,” said Mike dela Cuesta, Group Creative Director.
The ad’s flow captures the energetic music-festival feel, showcasing the trio of celebrity endorsers singing and dancing to the lively tune along with the rest of the Jollibee community, joining them as they cheer for the good news that their favorite crispiest and juiciest Chickenjoy is now bigger. The electrifying visuals are complemented by dynamic choreography and vibrant settings, creating a grand, contagious, and larger-than-life atmosphere that resonates with Filipino viewers.
“Jollibee Chickenjoy is arguably the most well-known local brand of chicken beloved by millions of Filipinos. We knew that there was no other way to launch news this huge but by creating a campaign that would really announce it in the grandest of ways,” added Associate Creative Director Dan Ramos.
“This ad is a celebration of our dedication to delivering only the best for our customers,” said Luis Berba, Jollibee Philippines Marketing Director for Masterbrand, Chickenjoy and Beverages. “We wanted to create something that not only highlights the superior taste and size of the Chickenjoy but also brings bigger joy and excitement to our Chickenjoyers. It’s our way of showing appreciation for their loyalty and love for Jollibee.”
Carlos Quimpo, Creative Director, added that “it really took a great collaboration between the agency and clients to bring something like this to life. And though there was pressure in every part of it – at the same time, every step felt exciting as we inched closer to the launch of the campaign. And we wanted to be able to deliver it in a way that it deserves.”
The launch of the “Ito Ang Chickenjoyest” ad marks the beginning of a nationwide celebration. Jollibee invites everyone to join the festivities by visiting their nearest Jollibee store to experience the best-tasting and biggest Chickenjoy ever. The Chickenjoyest is also available for delivery via the Jollibee Delivery App, JollibeeDelivery.com, #87000, GrabFood, and foodpanda, as well as in Drive-Thru and Take Out.
CREDITS:
- Creative Agency: Publicis JimenezBasic
- Head of Agency; Chief Creative Agencies Officer: Tats Cruz
- Executive Creative Director: Trixie Diyco
- Head of Communication Strategy: Cara Soto-Malilin
- Group Creative Director: Mike dela Cuesta
- Creative Director: Carlos Quimpo
- Associate Creative Director: Dan Ramos
- Senior Art Director: Patty Tan
- Senior Copy Writer: Mika Avila
- Junior Art Director: Rac Santiago
- Associate Business Unit Head: Hana Lauraya
- Account Director: Elaine Soriano
- Account Supervisor: Alix Goño
- Associate Planning Director: Ysabel Castro
- Production Team
- Director: Mike Talampas and Nick Santiago
- Production House: Prodigious
- Producer: Syd Alcala
- Client: Jollibee Philippines
- Vice President – Marketing Head: Dorothy Dee-Ching
- Marketing Director for Masterbrand, Chickenjoy and Beverages: Luis Berba
- Senior Brand Manager for Chickenjoy: Pamie Cruz
- Assistant Brand Manager for Chickenjoy: Martina Francisco
