MANILA – Jollibee’s ad for Grandparents’ Day has surpassed the view-and-share records previously set by other videos in its “Kuwentong Jollibee” series.
Dubbed “Kahera (Cashier),” the digital video follows the story of a new Jollibee cashier who receives a regular dose of constructive- but-stern feedback from one of her elderly regular customers.
Viewers are led to believe that the grumpy grandma is the bane of the cashier’s existence—until the final scenes reveal the true connection between the two women: the elderly lady is the cashier’s grandmother, who keeps a tight watch on her apo (“grandchild”) to ensure that the latter is groomed to do her job well and succeed.
The video’s comic touch and stirring ending seem to have resonated deeply with viewers, bringing in 4.5 million views and at least 115,000 shares—“all organic,” the brand says—within 24 hours since it was first posted on September 7. To date, it has netted at least 6.2 million views and has been shared over 141,000 times.
“Kahera” is the seventh Kwentong Jollibee film created and produced by McCann Worldgroup Philippines and Jollibee. Inspired by true stories and events, Kwentong Jollibee came to life as a fitting testament to Filipinos’ undying love for the brand, made even stronger by unforgettable experiences they’ve had while at Jollibee stores. While its competition was using love teams that enjoyed tentative acceptance, Jollibee chose to show its enduring love affair with Filipinos, that no other fast food chain can claim.
This video is only one part of a holistic campaign that aspires to honor and support our beloved lolos and lolas. Jollibee’s Global Chief Marketing Officer, Francis Flores, who holds grandparents close to his heart, is at the helm of these concerted efforts. He reveals that an activation organized to reciprocate the support given by our elderlies, especially those who continue to work despite their growing weakness, is well underway.
“As a truly Pinoy brand, Jollibee understands the prime place that our grandparents have in our families. ’Kahera’ is just one of our ways of capturing this powerful dynamic between grandparents and their apos. As a brand that celebrates families and togetherness, we have much more in store for our lolos and lolas who make Jollibee a part of showing their love and care for their beloved grandchildren,” Flores says.
From a brand that knows the Filipino inside-out and has become a part of Filipino everyday life, viewers can be assured that this tribute to grandparents is only the beginning of more celebrations ahead.
