Philippines – Jollibee, the iconic Filipino fast-food chain, has teamed up with Landor to launch its first-ever global loyalty program, Jollibee Rewards, aiming to spread joy and strengthen connections with customers around the world.
Launching with a successful debut in North America, Jollibee Rewards represents a pivotal milestone in the brand’s international expansion, extending its signature joy to a global audience while proudly celebrating its Filipino heritage.
At the heart of the initiative is Landor’s brand idea, “Amplify the Joy,” which shapes the loyalty program’s visual identity and customer experience, fostering family, community, and authentic joy—resonating strongly with North American audiences.
Landor’s refreshed visual system aligns with Jollibee’s global vision, combining its familiar colour palette with a lively, lifestyle-focused design. Targeting Gen Z, especially in North America, the updated look features vibrant photography and playful, modern aesthetics, blending youthful energy with brand consistency.
To engage a global audience, particularly younger generations, the program adopts a distinctive verbal identity: ‘Be Joyful, Be Flavorful, Be Delightfully Different.’ This vibrant voice defines the loyalty brand, ensuring it stands out in the market.
Jollibee Rewards goes beyond a points system, connecting the brand’s global fan base and fostering community ties. By rewarding customers across cultures, it boosts engagement, loyalty, and Jollibee’s status as a joyful global brand.
David Beal, global chief marketing officer at the Jollibee Group, said, “Jollibee Rewards is an exciting step forward in connecting our global community of customers through shared experiences and joy. With ‘Amplify the Joy’ at its heart, this program deepens our connection with customers across borders, creating joyful moments that celebrate the spirit of Jollibee worldwide.”
Matthew Robinson, creative director at Landor Hong Kong, added, “It’s not every day you get tasked to help spread joy around the world with one of the Philippines’ most iconic brands. It has been a truly joyful partnership from day one, and we are very proud to help amplify Jollibee’s Joy with this refreshing new loyalty program to attract even more loyal fans into the Jollibee community! “
The Jollibee global loyalty program is more than a rewards system—it’s a celebration of the brand’s worldwide community and its unwavering commitment to spreading joy.
