Jollibee, the Philippines’ number one fast food chain, proudly celebrates another milestone as it bagged four Silver Anvil Awards at the 60th Anvil Awards Gabi ng Parangal held at the Fiesta Pavilion of The Manila Hotel.
Recognized for its excellence in public relations programs and tools, Jollibee continues to demonstrate its commitment to delivering meaningful, impactful, and culturally resonant campaigns that bring constant joy to Filipinos.
The Winning Campaigns
1. Jollibee JoyZone
PR Tools – Multimedia category, Silver Anvil
The Jollibee JoyZone initiative set a new standard for immersive brand engagement as it transformed customers’ smiles into store purchase discounts. Initially placed in a high-traffic mall store and eventually rolled out into more stores during the holidays, JoyZone cleverly used augmented reality (AR) to create meaningful digital interactions that also embody Jollibee’s fun and playful spirit.
2. Share the Joy of Love: My Kwentong Jollibee Valentine’s Day 2024
PR Programs – Best Use of Social Media, Silver Anvil
Featuring real stories from real people resonated well with audiences, as the My Kwentong Valentine’s Day films titled “30 Dates” and “To Love Again” got recognized for how they sparked meaningful conversations about the complexities of relationships and the joy that love brings. By leveraging the power of social media, the films achieved immense reach, garnering millions of views and generating heartfelt engagements that solidified its place as a Valentine’s Day tradition for Filipinos.
3. Nanay ng Bayan: My Kwentong Jollibee Mother’s Day 2024
PR Programs – Best User of Social Media, Silver Anvil
Titled “Nanay ng Bayan,” this heartwarming film celebrated the unconditional love and selflessness of all mothers and mother-figures. The emotional storytelling that paid tribute to all kinds of mothers not only resonated with audiences nationwide, but also encouraged them to share their own stories of maternal love. The campaign achieved significant social media engagement, demonstrating how authentic and touching narratives can create a lasting impact.
4. Jollibee’s Generation Joy Fixed Creators Program
PR Programs – Best User of Influencer Marketing, Silver Anvil
This groundbreaking initiative tapped into the power of 20 top-tier content creators from lifestyle, food, and entertainment sectors to reach a wider audience. By empowering creators with creative freedom, the collaborative content outputs embodied authentic storytelling while ensuring alignment with Jollibee’s messaging. The initiative’s success lies in its ability to foster genuine connections between the brand and its target market, using creativity and innovation to communicate and amplify its messages of joy.
“These recognitions at the Anvil Awards are further proof of Jollibee’s continued commitment to create campaigns and initiatives that not only celebrate Filipino culture, but also touch lives and bring people together,” said Dorothy Dee-Ching, VP-Marketing of Jollibee Philippines. “From heartfelt and authentic content to innovative on-ground activations, each of these campaigns reflects our dedication to spreading joy and meaningful engagement with our customers.”
Dubbed the “Oscars” of Philippine public relations, the Anvil Awards honor outstanding PR programs, tools, and practitioners in the country. The awards are organized annually by the Public Relations Society of the Philippines (PRSP), celebrating campaigns that set benchmarks in excellence and creativity.
From the emotional resonance of My Kwentong Jollibee to the digital innovation embodied by JoyZone and Generation Joy, Jollibee’s award-winning campaigns reflect its ability to blend tradition with modernity, touching hearts through timeless stories and cutting-edge strategies.
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