Campaign details
Brand: Jollibee DeliveryBrand owner: Jollibee Foods CorporationAgencies: McCann Worldgroup Philippines, Inc.Market: PhilippinesIndustries: Restaurants & takeawaysMedia channels: Online video, Social mediaBudget: Up to 500k
Executive summary
Driven by digital, food delivery was growing exponentially in the Philippines. But despite being the country's number-one fast-food chain, Jollibee wasn't cashing in. Worse, delivery sales were steadily declining, trailing McDonald's for five years. While the competition had a fully-loaded digital infrastructure, from updated apps to interactive experiences, we had a…hotline.
Against McDonald's dominance, how could we convince people to...