Manila, Philippines — Jollibee has launched a new marketing campaign titled “Jollibee Chickenjoy: Masterfully Made Sarap” (Jollibee Chickenjoy: Masterfully Made Delicious), placing focus on the preparation process behind its signature fried chicken and the steps involved in delivering its familiar taste and texture.
The campaign also centres on the methods used to produce Chickenjoy, highlighting stages such as marination, seasoning, breading, and frying. According to the brand, the work is intended to draw attention to the consistency and care involved in producing the product, which has long been positioned as a staple in Filipino dining culture.
“Chickenjoy is more than fried chicken to Filipinos. It’s part of family memories, celebrations, and everyday moments of joy,” said Dorothy Dee-Ching, Jollibee Philippines’ vice president for marketing. “We take pride in every step of its preparation because we know how much it means to our customers. Every piece carries that same flavor and happiness that people have loved for generations.”
The campaign features actress Anne Curtis, a long-time brand ambassador, who appears in the film to depict how Chickenjoy continues to be part of everyday moments and shared experiences. Her involvement reflects the brand’s continued emphasis on emotional connection and familiarity in its communications.
Alongside the campaign, Jollibee referenced Chickenjoy’s recognition as a ‘Well-Known Mark’ by the Philippine Intellectual Property Office in 2025, a designation that acknowledges its strong reputation and level of public recognition.
Moreover, Jollibee said the campaign not only showcases the process behind the product but also explores its place in Filipino culture, where Chickenjoy is commonly associated with family meals, celebrations, and everyday dining. The work forms part of the company’s broader efforts to reinforce the brand’s heritage and the role of Chickenjoy in local food culture.
