Manila, Philippines – Jollibee marked its presence at the 2026 Panagbenga Festival in Baguio with a series of brand activations spanning parade participation, campus sampling, in-store promotions, and sustainability initiatives.
The quick service restaurant chain joined the festival’s large float competition with a floral installation inspired by Cordilleran artistry. The float also incorporated a miniature version of Stone Kingdom, a representation of the region’s creative heritage, alongside a cityscape in bloom and a rotating observation deck inspired by Mines View.
A large ‘Chickenjoy’ Bucket also formed part of the display, designed to align with the festival’s flower-themed visuals.
“Panagbenga shows Baguio at its most beautiful, and Jollibee is proud to fill it with joy,” said Dorothy Ching, vice president for marketing of Jollibee Philippines. “Whether it’s a float that amazes or treats that make every day special, our goal was simple, and that was to share joy with every person, everywhere.”
Beyond the parade route, the brand also extended its activation to university campuses, distributing free ‘Crunchy Chicken Sandwiches’ and Iced Coffee to students at the University of the Philippines Baguio and the University of Baguio.
In-store promotions were also rolled out during the festival period. From 27 February to 1 March, customers who purchased an eight-piece ‘Chickenjoy Bucket’ received a free 1.5L Coke as part of a Festival Treats promotion held in partnership with Coca-Cola. A separate offer running until 8 March provided a free Go Large Coke with any ‘Chickenjoy Value Meal’.
As part of its corporate sustainability efforts, Jollibee also worked with the Department of Trade and Industry (DTI) to bring its ‘BEE Earth’s Best Friend’ campaign to Benguet. The initiative encouraged customers to forgo plastic utensils for take-away and drive-through orders between 27 February and 27 March in exchange for incentives redeemable on future visits.
Moreover, the brand also appeared at the Coke Studio concert held at Melvin Jones Football Grounds on 27 February, where ‘Jollibee and Friends’ made an on-stage appearance as part of the entertainment line-up.
Festival attendees were invited to share their experiences on social media using the hashtag #JolliPanagbenga2026.
