Manila, Philippines – Brand valuation consultancy Brand Finance has recently released its rankings of valuable brands in the ASEAN region–with fast food chains Mang Inasal and Jollibee, as well as the Bank of the Philippine Islands (BPI) seeing significant growth in their respective markets.

Mang Inasal–whose brand value shot up 201% to US$374m emerges as this year’s fastest-growing brand ASEAN. The brand has moved up by 136 spots to feature as the 146th most valuable brand in the region this year

Meanwhile, Mang Inasal’s sister brand, Jollibee (brand value up 51% to US$2.3b), went up 19 ranks this year to become the 23rd most valuable ASEAN brand.

Climbing up nine spots this year, Bank of the Philippine Islands (brand value up 22% to US$1.5b) ranks as ASEAN’s 45th most valuable brand. This growth is driven by its higher scores in the in ‘familiarity’, ‘consideration,’ and ‘reputation’ metrics, according to market research data.

Within the region’s telecoms sector, Globe Telecom (brand value down 4% to US$1.9b), is the fifth strongest telecoms brand ranked for the year. With a Brand Strength Index (BSI) score of 85.4 of 100, it is also the only Philippines brand among ASEAN’s top 10 telecoms brand.

Other notable highlights for Filipino brands include:

  • Metrobank (brand value up 5% to US$1.2b) dropped two ranks to 61st in the ASEAN rankings this year. 
  • Petron (brand value up 20% to US$828m) is the 83rd most valuable brand in the region, up four ranks compared to 2023. 
  • Cebu Pacific (brand value up 7% to US$208m) advanced nine ranks to 219th in the region, in addition to being the ninth brand among ASEAN airlines brands.
  • Bear Brand (brand value down 2% to US$523m) ranks as the 24th strongest brand in ASEAN, with an AAA brand strength rating and a BSI score of 86 of 100.
  • Puregold (brand value up 17% to US$731m) secured the 92nd spot as ASEAN’s most valuable brands of 2024.
  • Ayala Land’s (brand value up 54% to US$451m) significant growth in brand value positioned the brand as the 132nd most valuable brand in the region.
  • Union Bank of the Philippines (brand value up 22% to US$679m) ranks as the 94th most valuable brand in the region. It is also ranked as the 29th banking brand in ASEAN.

Alex Haigh, managing director of Brand Finance for Asia-Pacific, said, “As the impact of strategic alignment and shared resources in building consumer loyalty and driving sustained growth, iconic brands like, Mang Inasal, Jollibee and Bank of the Phillippine Islands are growing and excelling within their sectors. The collective strength of these brands reflects ASEAN’s unique ability to adapt and thrive, with each sector’s progress amplifying the region’s overall resilience and forward momentum.”

Manila, Philippines – Turning 45 is a milestone in itself, but global Filipino fast-food chain Jollibee wanted their fans in on the celebration – with the help of its iconic red bee mascot. To celebrate its 45th birthday in style, Jollibee partnered with GrabAds, the advertising arm of Southeast Asian superapp, Grab, for a dynamic and innovative full-funnel campaign. 

The month-long campaign, ‘Jollibee’s 45th Birthday Blowout’, ran from October to November 2023 and leveraged GrabAds’ diverse advertising formats to ignite customer excitement, boost purchase intent, and drive more sales. The campaign resulted in a 25x return on ad spend (ROAS).

The objective: Deliver a nationwide celebration for Jollibee via Grabads 

Tapping into the unique ecosystem features and capabilities of GrabAds’ retail media network (RMN), including rich first-party transaction data, Jollibee ads were strategically served to consumers who had the intent to order food on Grab, making them more likely to seek out Jollibee’s offers.

Jollibee’s campaign with GrabAds also tapped into creative ad formats on the Grab platform, including GrabFood pop-ups, Masthead, and Native Homepage ads. The key campaign highlight was the delivery icon branding, which replaced Grab’s green rider icon that shows the real-time location of the delivery-partner, with Jollibee’s well-beloved red bee mascot.

These ads targeted hungry Filipinos across different stages of their buying journey – from discovery to purchase. Customers were also treated with freebies from Jollibee such as fries, pancakes, peach mango pie and Coke Float when they spent a minimum of PHP500 on Jollibee on GrabFood as part of the celebration during the campaign period.

Gianfranco Go, senior marketing manager at Jollibee Food Corporation, said, “Turning 45 is a huge milestone for Jollibee. As a Philippines’ homegrown brand, we wanted this birthday to be a national celebration. We were thrilled to see the fantastic results from the campaign with GrabAds. Their creative use of our iconic Jollibee mascot brought the campaign to life, truly resonating with our customers and driving strong engagement.”

He added, “This digital activation campaign is a first of its kind in the Philippines’ quick service restaurant industry, and we look forward to collaborating with GrabAds again for more innovative ad campaigns in the future.”

The results: Achieving 2.2x increase in purchase intent compared to Kantar norms 

Over the one-month campaign, Jollibee successfully celebrated its 45th birthday across multiple ad touchpoints on Grab, leading to a 2.2-fold increase in purchase intent. The campaign achieved remarkable success in driving recommendations, likely attributed to Jollibee being a well-loved local brand in the Philippines. The brand’s embodiment of Filipino identity and culture resonated strongly with the local audience, particularly with the emphasis on celebrating Jollibee’s birthday, potentially driving the audience to recommend Jollibee.

Jollibee was also able to achieve both brand-building and performance goals with a single campaign, according to a brand lift study conducted with Kantar, one of the world’s leading media insights and research for advertising. Key results included:

  • 25 times return on advertising spend (ROAS)
  • 13% uplift in platform sales
  • 17% increase in ad recall, which is 3 times higher than Kantar norms
  • 8% increase in purchase intent, which is 2 times higher than Kantar norms 

Ken Mandel, regional managing director and head of GrabAds and enterprise, commented, “It was a pleasure to have teamed up with Jollibee for their 45th birthday celebration to design a bespoke birthday campaign, which of course featured their iconic red bee mascot. This campaign was built on GrabAds’ unique retail media ecosystem, which made it possible to offer our customers innovative ad formats like delivery icon branding and a full-funnel campaign that engaged consumers across their buying journey.”

He added, “With first-party data that is powered by real consumer transactions, we were able to strategically target consumers who were already looking for something to eat, resulting in a strong uplift in both purchase intent and platform sales, and highlighting the success of our collaboration.”

Philippines – Oyie Pingol has announced that she has been appointed by the Jollibee Group of Companies as their new global media head. In an exclusive interview with MARKETECH APAC, Pingol stated that she will spearhead the evolution and implementation of media planning strategies within the Jollibee Group, encompassing diverse global markets and regions.

Specifically, her mandate encompasses crafting future-ready media frameworks, policies, guidelines, and controls to meticulously orchestrate media campaigns and ensure their success.

“In this capacity, I am entrusted with the strategic development of media recommendations that not only elevate our competitive edge but also remain agile and responsive to dynamic market landscapes. By staying attuned to shifting consumer behaviours and industry trends, I will lead the charge in devising forward-thinking strategies that propel the Jollibee Group and shape the future of media in the QSR industry,” Pingol told MARKETECH APAC

For this role, Pingol will be prioritising foundational skills whilst advancing their digital capabilities through audience targeting and personalization through data analytics, ensuring the creation of high-quality and relevant content with seamless integration across diverse channels. 

She will also be focusing on the exploration of innovative technologies like AI, testing and learning new technologies to maximise the use of their measurement and analytics tools, maintaining agility and adaptability to swiftly respond to market dynamics.

“By focusing on these strategic pillars, we aim to deliver cohesive and impactful campaigns that deeply resonate with our audience, drive engagement, and ultimately propel our brand’s success in an ever-evolving media landscape,” Pingol stated.

Prior to her appointment, Pingol worked with GroupM’s Wavemaker for over four years, wherein she cultivated a proactive and innovative growth mindset, constantly seeking out new opportunities, and embracing calculated risks to drive growth and success.

“This entrepreneurial approach, coupled with my experience in media planning, positions me well to contribute effectively to the dynamic environment of Jollibee Group. Additionally, their emphasis on digital transformation has equipped me with a strong foundation in navigating and leveraging digital media platforms and strategies,” shared Pingol.

When asked about what’s to come in terms of challenges and opportunities for the fast-food industry this year, Pingol mentioned that they will be facing a multitude of marketing challenges and opportunities in the current landscape.

One significant challenge is navigating the shifting consumer preferences and behaviours brought about by the pandemic. Consumers’ palates have expanded as they discovered new food options and neighbourhood food shops during lockdowns and restrictions, leading to increased demand for variety and quality in fast-food offerings. However, amidst these challenges lie opportunities for QSRs to leverage this trend by introducing new menu items, collaborating with local eateries, and emphasising freshness and quality in their offerings.

Moreover, the power of word-of-mouth marketing has never been stronger, with social media amplifying consumer voices that can either make or break brands. Authenticity, transparency, and responsiveness to feedback are crucial for brands to cultivate positive relationships with their audience and mitigate potential reputational risks.

Additionally, reaching and engaging Gen Z, known for its digital savviness and high expectations, presents both a challenge and an opportunity for fast-food brands to innovate in their marketing strategies and offerings.

Last but not least, with the growing awareness of nutrition and sustainability, fast-food brands must adapt their offerings to cater to these preferences while still maintaining convenience and taste.

Talking about what’s next for the fast-food industry, as well as Jollibee’s plans along these changes, Pingol concluded, “In addition to above, by staying agile, responsive to consumer needs, and leveraging its diverse portfolio of brands, the Jollibee Group is posed to further expand and improve in line with the evolving landscape of the QSR and casual dining industry.”

Philippines Jollibee is once again creating emotions with two new #MyKwentongJollibee short videos, ‘30 Dates’ and ‘To Love Again’, which are intended to capture the spirit of love this Valentine’s season. The beloved brand continues to strive to tell true love stories by sourcing narratives directly from the people involved, imbuing the films with authenticity and passion.

The short films “#MyKwentongJollibee: 30 Dates” and “To Love Again,” directed by Paolo Villaluna, follow two real-life couples as they negotiate the challenges of life and love.

“In ’30 Dates,’ the story centres on two friends, Kristian and Coleen, who have very different views on love. Kristian wants to start his own family, while Coleen is doubtful and believes that love only exists in movies and television. 

In celebration of Coleen’s birth month, Kristian decided to treat her to 30 days of meals at Jollibee, knowing it was her favourite spot. Will this heartfelt and unique gesture ignite a deeper connection and significance within their friendship, or will it potentially lead to an awkward situation between the close companions? 

The story of Hazel, a single mother who had closed off romance and devoted all of her time and energy to her child, is told in “To Love Again.” Ronald, on the other hand, was instantly drawn to Hazel upon first meeting her. 

Ronald was eager to show Hazel that he was sincere, even in the face of resistance from her family, because he felt deserving of her affection. Despite the scars from her past, can Hazel have the strength to accept Ronald and open her heart again? 

Speaking about the films, Dorothy Dee-Ching, marketing head at Jollibee Philippines, said, “We all have our own Kwentong Jollibee – from memorable birthday celebrations, to going on a first date, and even that unforgettable marriage proposal. While there’s no doubt that Jollibee has impacted the lives of so many Filipinos throughout the years, we’re still pleasantly surprised with the stories that we’ve received. What better way to tell these stories than by letting the real people themselves share their own stories in their own words, thus the birth of #MyKwentongJollibee.” 

She added, “From hundreds of stories, we hope that these two heartwarming tales will touch your hearts and inspire you to share the joy of love this season.” 

Meanwhile, NJ Mijares, group creative director of McCann Worldgroup Philippines, said, “The challenge for this year’s My Kwentong Jollibee is to find stories with topics that people will want to discuss with their peers. We feel that this is a step above what Kwentong Jollibee is and what it means to people. Because apart from just watching true stories, we now give them the opportunity to participate by sharing their own thoughts and feelings.” 

Paolo Villaluna, director of “30 Dates” and “To Love Again”, said, “For us Pinoys, Jollibee is already part of our daily lives: for every celebration of love, family or success, Jollibee is the emotional language we use to express ourselves. Being able to capture that in films was truly fulfilling not only as a filmmaker but as a human being.” 

Manila, Philippines – Christmas is seen as the most wonderful time of the year with its fun gatherings, anticipated reunions, and festive spirits, but between the hustle and bustle of the season and the mundane moments, Philippine fast-food chain Jollibee shows in its latest campaign that capturing the holiday spirit is simpler than most people think.

Jollibee’s campaign shows how it can transform everyday situations into Christmas, as unsuspecting individuals step into what appears to be a standard Christmas-themed photo booth, only to discover a surprise filled with joy.

The video showcases Jollibee’s answer to delivering the joy of Christmas, as individuals who visited the photo booth were pleasantly surprised to see a meal from Jollibee, spreading the gift of giving in this holiday season.

Talking about the campaign, Mari Aldecoa, assistant vice president at Jollibee, expressed, “At Jollibee, we believe that Christmas is about the joy that we share with our loved ones.“

“This season, we hope that Jollibee can once again help in making every gathering more enjoyable and memorable. Together, let’s make this Christmas a wonderful one with Jollibee Joy”, he added. 

It’s that time of the year again: April Fools’ Day just recently happened, where practical jokes and gimmicks are seemingly normalised. And of course, brands are not late in riding this day of humour and jokes–all in the name of bringing laughs to their customers and presenting themselves as a more ‘approachable’ brand.

In the Philippines, brands are no stranger to these quirky April Fools’ gags, and so we listed some of the wittiest campaigns they did for this particular day.

Jollibee

The popular Filipino fast-food chain has its own April Fools’ gag in some of its markets. In the United Kingdom, it announced that it is rebranding to ‘Jolliwasp’, a gag referring to the change of the animal mascot from a bee to a wasp. In Canada, it announced that it is launching a limited-edition Jolly Spaghetti sandwich.

Angkas

If the popular motorcycle-hailing app is known for just motorcycles, is there a new vehicle they can tap next? As a gag, Angkas has announced the launch of ‘Bang-kas’, a play on the word bangka (vernacular for boat) and includes boat-related services such as boat-hailing, package delivery via boat, and we kid you not–watersports.

McDonald’s

Ever got that unsure moment when you were asked ‘what would you like to eat?’ Worry not, because these latest April Fools’ packaging gags from McDonald’s Philippines encapsulate that feeling. Some of the phrases include kahit ano (just anything), ikaw bahala (up to you), and iniisip ko pa (I’m still thinking).

Pizza Hut

Playing on the recent Internet craze on grilled balut (cooked fertilised duck egg), the Philippine arm of Pizza Hut has announced that it is launching a stuffed crust pizza with grilled balut.

Chooks to Go

This popular Filipino roast chicken brand just seemingly ignored its tagline Masarap kahit walang sauce (Delicious even without sauce), as it now announced that its roast chicken will now include a separate sauce packet for each purchase.

Trust

This April Fools gag will just make you ask “why”, as the condom brand Trust has said that it is launching a fried chicken-flavoured condom.

Manila, Philippines – Talkwalker, the leading consumer intelligence company, and Hootsuite, the global leader in social media management, have released their Brand Love 2022 report. Each year, Talkwalker uses its consumer intelligence capabilities to analyse over 1,500 brands, to see which ones are the most loved.

This year, the leading brands for Southeast Asia (SEA) include names like Sulwhasoo, UNIQLO, Jollibee, AIA, and DBS Bank, in addition to other international leading brands such as Asics, Jimmy Choo, Fjällräven, Apple, and more. By partnering with Hootsuite, the report now also includes tips on how brands can improve their brand love immediately.

The report uses a refined methodology to create the Talkwalker Brand Love Index. With over 10 years of client research and in-depth analysis of use cases, the index identified 3 critical scores for monitoring brand love – Passion, Trust, and Customer Satisfaction (CSAT). These scores were calculated by analysing over 2.6 billion conversations from social media, news, blogs, and reviews, to identify the brands consumers really care about.

“This is the third year running Talkwalker has developed the Brand Love report,” said Elena Melnikova, Talkwalker CMO.

Melnikova adds, “And each year it reveals a clear picture of what’s driving consumer passion at that time. Consumer priorities, values, and behaviours change constantly, and only those brands that are close to their consumers, foresee these changes and adapt. These are the brands that are sustaining and growing their brand love. Love your consumers, and your consumers will love you.”

In the past year, there was an increased focus on sustainability in the world, particularly on what impact brands are having on a social, economic, or environmental level. As many of the top 50 brands have prioritised sustainability efforts, we can see that this should not just be a consumer priority, but a critical brand strategy that can help create or kill brand love.

“As a marketer, if the past year and a half taught us anything, it’s that the traditional ways of advertising have changed drastically. Brands who put authenticity and courageous creativity at the core of their plans are the ones who generate the most brand love,” said Maggie Lower, CMO, Hootsuite.

“This year’s Brand Love report features shining examples that we can all learn from of how companies are innovating and connecting with their audience in different ways to build loyalty and affinity,” added Lower.

To discover more, download the Brand Love 2022 report here.

Philippines — Jollibee, the Philippines’ leading fast-food chain, celebrates this year’s Independence Day with a new music video entitled ‘Joy ng Pinoy’. The film aims to inspire a love for the Philippines in a meaningful and personal way.

The music video by Jollibee, made in collaboration with BetterBrandLabs Inc and Ubuntu Premium Studios, highlights how the new generation makes good use of their talent and skills, and willingness to share the joy and contribute to making a difference in society.

Set to the tune of an OPM classic, ‘Awit ng Kabataan,’ the video is headlined by three up-and-coming Gen Z artists – Francine Diaz, Adie, and Alex Bruce – as they represent the voice of today’s youth and encourage every Filipino to proclaim why they are proud to be Pinoy.

https://www.youtube.com/watch?v=24-YZNutOBg

Arline Adeva, assistant vice president and head of brand PR, engagement and digital marketing of Jollibee Philippines, commented, “As the Philippines celebrates its 124th Independence Day, Jollibee looks to continue promoting Filipino pride and joy especially as the country moves toward recovery from the pandemic. Having experienced the worst part of the pandemic, we wanted this video to inspire and bring hope to people through the voice and actions of our youth. It’s not just about bringing joy to family and friends, but also about making a difference in other people’s lives.”

Simultaneously, Gina Lorenzana, chief energist of BetterBrandLabs Inc, said, “As cliché as it may sound, the youth play a really important role in giving hope and shaping our future. For our country to have a better future, we believe that we need to spread joy as Pinoy from the youngest of us.”

Meanwhile, Treb Monteras, the director of the music video, shared, “[In this video] we showcased some of the creative ways the youth are sparking change in the world. From upcycling trash to clothes, competing in new sports, and helping their communities with their skills.”

Monteras added, “This is my first time directing for Jollibee and I’m glad it’s for this particular project. I’m happy to collaborate with a company that values Pinoy culture. Our country has gone through a lot these past two years, and this video will remind us that there is still hope for our nation’s future through the joyful spirit of our Pinoy youth.”

Philippines — In the Filipino culture, Mothers have often been called the light of the home but they are also every family’s anchor. For this year’s Mother’s Day, Jollibee is putting a highlight marker on the quality that makes moms the best -a mother’s resilience.

Done in collaboration with creative agency McCann Worldgroup, the campaign, entitled ‘Hinga’, celebrates the strength and selflessness of all mothers through a poignant and heartfelt Kwentong Jollibee Mother’s Day special video that shows how mothers continue to bravely face challenges for their family’s welfare. They remain, at all times, strong, resilient, and selfless.

Francis E. Flores, marketing head of Jollibee Global and Jollibee Philippines, said, “Children learn to handle setbacks and struggles from their mothers. It’s not an exaggeration to say that we take our strength from our moms. Through them we learn how to deal with small hiccups and minor annoyances like being afraid of storms to bigger challenges like injuries and sickness.”

Flores added, “With this special Mother’s Day video, we at Jollibee, want to thank our mothers for showing us how to love endlessly and how to be strong enough to face the challenges of everyday life.”

Set to the heartwarming tune of the popular Filipino band Ben&Ben’s “Ilang Tulog Na Lang”, the video, inspired by a true story shows the little things that convey how mothers are always there for their families. It highlights how moms bravely face challenges for their families–and even though they are also afraid, what rises to the surface is the need to ensure their families’ safety and happiness.

Speaking on the project, director Joel Ruiz shared, “Every Kwentong Jollibee may have different stories but at its core it’s the same: it’s all about love and family, and it’s all tied together by true stories and experiences, that’s what makes every film universally appealing. This Mother’s Day video is no different, and yet it’s so much more special because while directing this film, it felt like I was also paying tribute to my own mother and everything she did for our family.”

Ruiz previously directed the Kwentong Jollibee Valentine Series Homecoming in 2018, another episode in 2019 entitled Proposal, as well as the Father’s Day special video that same year.

Meanwhile, Sid Samodio, executive creative director of McCann Worldgroup, commented, “When we think about our mothers we think about their love and how they are the most fearless people we know. It’s with that truth that we created this short film: it’s a tribute to the strength of a mother’s heart, which she passes on to the people she loves.”

Philippines Restaurant chain Jollibee together with its creative agency, Publicis JimenezBasic (PJB) tried to capture the unique experience of dining out in the new normal and the newfound joy that comes with spending time again with family and friends in the fast-food chain’s latest safety video. 

Titled ‘Salamat sa Joy ng Muling Pagsasama’, (Thank you for the joy of reunion), the video promotion features everyday circumstances including the little inconveniences in a fresh and optimistic outlook in life. Whether it’s the lead girl basking happily under the sun, or a family enjoying their time inside their car during rush hour, all the characters in the film are seen smiling widely at the chance to enjoy bonding moments again with friends and loved ones at the restaurant chain which has always been one of their favourite go-to places.

After two years of changing restrictions, ordinary moments that have taken a backseat like these have only become more special and appreciated. And this gratefulness is also shown in the faces of Jollibee’s store manager and crew, as the fully vaccinated store teams are eager to welcome customers back and provide a safe dining experience. 

https://www.youtube.com/watch?v=oak3cX4KKr0

Jollibee Philippines Assistant Vice President and Head of Brand PR, Engagement, and Digital Marketing, Arline Adeva, said, “As COVID-19 protocols are easing up, more Filipinos have become more confident and willing to eat out together with their families and friends once again. We want to assure them that Jollibee shares their joy and that our stores are safe venues to rekindle the joy of eating out with their loved ones.” 

To strengthen the message of newfound joy and appreciation that the brand hopes to convey, the video’s soundtrack used a rendition of Salamat (Thank you) by Filipino band The Dawn. The iconic song’s lyrics were altered a bit to fit the Jollibee brand and reflect Filipinos’ gratitude for “saya ng muling pagsasama” (fun of reunion). 

“We’re all experiencing a new kind of joy and this merits a song that captures the feeling and experience of being together again. We went through a lot of songs to find the one. But no other song could match the message of ‘Salamat.’ The feeling of gratitude, nostalgia, and appreciation for our togetherness now was already written with this song, and we only needed to make a few tweaks to reflect every little detail of joy in our lives today,” said the PJB creatives team.

Director Adrian Calumpang said, “It’s wonderful that Jollibee cares about their customers’ safety and well-being and it shows in how they regularly communicate this in their materials throughout these extraordinary times, all while sustaining their sincere message of joy.”Aside from the seemingly ordinary but sweet scenes of friends and family dining together, the director also highlighted the restaurant chain’s safety measures such as featuring fully vaccinated store teams, checking of vaccination cards for indoor dining, physical distancing, wearing of proper PPEs, and general upkeep and sanitation of the store.

Likewise, the creative team of Publicis JimenezBasic also expressed their collective excitement about the campaign, “We were all so excited to work on this project as we have been feeling the same sense of gratitude that is the exact message from the brand. And it couldn’t have come at a better time. We are all now going through the same experience of enjoying life outside, a stark contrast to the emptiness we’ve grown accustomed to for the past two years. Even going through daily traffic now is a welcome sight because it gives us a new feeling of being alive. Through this project, we were able to share that gratitude and joy.”