Manila, Philippines — Jollibee has launched its biggest Holiday campaign yet, titled ‘Buo ang Saya ng Pasko’ (The Joy of Christmas is Complete), marking the start of the Simbang Gabi season nationwide.
The campaign centres on how Filipino families and communities celebrate Christmas today, reflecting evolving traditions while emphasising togetherness. According to Jollibee, the initiative aims to create a more joyful December for customers nationwide.
“This Christmas, Jollibee wants to remind every Filipino that the true joy of the season comes from being together. No matter where or how we celebrate, what really matters is celebrating with the people we love,” said Dorothy Ching, vice president for marketing at Jollibee Philippines.
“Totoong mas buo ang saya ng Pasko kapag magkakasama tayo at pinagsasaluhan ang mga paborito nating mga pagkain (The joy of Christmas is truly greater when we come together and share our favorite foods.),” added Dorothy.
As part of the campaign, Jollibee released a Christmas film produced in partnership with Forsman and Bodenfors Singapore. The film depicts a range of family structures and everyday moments, including hospital workers sharing a meal during a shift, security guards spending time together over food, couples treating their pets as family members, single parents with their children, and extended families reuniting across generations.
Jollibee said the film reflects the idea that while traditions may change, the spirit of connection remains central to a Filipino Christmas.
To coincide with the opening of Simbang Gabi, Jollibee introduced its first Christmas JOY Day. The brand participated in dawn masses at selected churches in Manila, including San Agustin Church, Our Lady of Remedies Parish, Sta. Ana Church, and San Fernando de Dilao Parish (Paco Church), where churchgoers received complimentary Jollibee treats.
The activities were extended to selected schools, such as Pinaglabanan Elementary School in San Juan, Kapt. Jose Cardones Integrated School in Taguig, and St. Mary’s Elementary School in Marikina. Students were given Jollibee Kids Values Books and treats as part of the initiative.
Jollibee said the campaign brings together its film, store decorations, community activities, and seasonal offerings to reflect the theme of shared celebration during the Christmas period.
Jollibee has also brought back its ‘Joyful Christmas Stores’ for a third year, rolling out festive decorations in 300 branches nationwide and marking its largest Christmas store initiative to date.
The decorated outlets feature lights and community-inspired elements, including in areas affected by recent calamities. Customers can locate participating branches through the Jolly Christmas Tours digital map powered by Google.
