Campaign details
Brand: JollibeeBrand owner: Jollibee Foods Corporation, Inc.Lead agency: McCann Worldgroup PhilippinesCountry: PhilippinesIndustries: Restaurants & takeawaysMedia channels: Online video, Public relations, Social media, Word of mouth, advocacyBudget: Up to 500k
Executive summary
Jollibee is the Philippines' leading fast-food restaurant. Except on Valentine's Day, because Jollibee is not top of mind for a romantic meal and nor is it associated with the season.
So how could we get Filipinos to visit Jollibee during Valentine's? While everyone was celebrating romance, we found an irresistible reason for people to crave...