CLIENT
Jollibee Foods Corporation
Arline Adeva, Assistant Vice President for Brand Communications and PR, Jollibee Foods Corporation
Cat Trivino, Brand Engagement and PR Manager, Jollibee Foods Corporation
Dennis Reyes, PR Manager, Jollibee Foods Corporation
Francis Flores, Global Chief Marketing Officer, Jollibee Foods Corporation
AGENCY
McCann Worldgroup Philippines *Lead Agency
Adi Culalic, Business Group Director, McCann Worldgroup Philippines
Bong Legaspi, Creative Director, McCann Worldgroup Philippines
Emmanuelle Antoinette Lacson, Account Manager, McCann Worldgroup Philippines
Gino Borromeo, VP/Chief Strategy Officer, McCann Worldgroup Philippines
Melissa Vibar, Art Director, McCann Worldgroup Philippines
Mitzie Nacianceno, Associate Managing Director, McCann Worldgroup Philippines
Sonia Pascual, Associate Planning Director, McCann Worldgroup Philippines
Xzenia Cruz, Creative Director, McCann Worldgroup Philippines
SUMMARY
Jollibee is the Philippines’ leading fast food restaurant. Except on Valentine’s. Because Jollibee is not top-of-mind for a romantic meal. Neither is it associated with the season. So, how do we get Filipinos to visit Jollibee during Valentine’s? While everyone was celebrating romance, we found an irresistible reason for people to crave the comfort of fast food – heartbreak. The result? Jollibee’s best Valentine’s ever. Sales of featured products soared and store sales tripled.
