Filipino fast-food chain Jollibee received triumphant wins at the prestigious Anvil Awards.
Presented annually by the Public Relations Society of the Philippines (PRSP), the Anvil is the symbol of Excellence in Public Relations. It is awarded to outstanding public relations programs, tools and now, practitioners after careful screening by select PR professionals and judging by a distinguished multi-sectoral jury.
The brand shined brightly with its accolades in several categories, including a Grand Anvil Nomination, underscoring its commitment to innovative and impactful campaigns.
Anvil Awards achievements
Jollibee's outstanding entries were recognized across various categories.
The entry titled "Sarap ng Pasko" earned a Gold Anvil Award in the Marketing and Brand Communication category. Additionally, the same entry secured a Silver Anvil Award in the PR Programs – Best Use of Digital category.
Furthermore, Jollibee's Christmas Drive-Thru Experience was recognized with a Silver Anvil Award in the Marketing and Brand Communication category. The brand's strategic campaign for the Jollibee Chicken Sandwich 2023, featuring Belle Mariano and Donny Pangilinan, received acclaim and a Silver Anvil Award in the Best Use of Influencer Marketing category.
Lastly, Jollibee's entry "My Kwentong Jollibee Mother's Day: Louder than Words" secured a Silver Anvil Award in the Best Use of Social Media category.
Dorothy Dee Ching, Jollibee's head of marketing, expressed her delight and gratitude for the wins, "These awards are a testament to our Marketing team's creativity and commitment to excellence, and the collaborative efforts with our partner agencies Ripple8 and Stratworks, which produced these amazing campaigns. After a three-year hiatus from joining industry awards, we're glad and thankful to be recognized once again for bringing joy and meaningful experiences to our customers through these campaigns."
About the award-winning campaigns
Jollibee's award-winning campaigns, such as "Sarap ng Pasko" and the Christmas Drive-Thru Experience, were centered around the joy of Filipino Christmas traditions and the spirit of giving.Launched for the 2022 holidays, Jollibee's "Sarap ng Pasko" campaign aimed to rekindle the joy of a Filipino Christmas following two years of pandemic-subdued celebrations. The integrated marketing communications plan was kicked off by a holiday-themed video commercial featuring the megabrand's all-time favorites Chickenjoy, Jolly Spaghetti, and Burger Steak and exciting new products.
A special feature of the campaign entailed transforming one store's Drive-Thru into a magical spectacle via Christmas lights and décor, adding to the festive experience. Finally, a special delivery promo also allowed customers to share in the holiday gift-giving spirit by donating group meals to underprivileged families. The campaign performed well, helping Jollibee reach top of mind awareness and delivered growth sales targets to cap the year on a high note.
In the winning Jollibee Chicken Sandwich campaign, the brand demonstrated expertise in influencer marketing, maximizing brand endorsers Donny Pangilinan and Belle Mariano, also known as DonBelle, and their respective followings to create buzz, awareness, and hype for the product.
The brand also revamped its award-winning Kwentong Jollibee films, introducing #MyKwentongJollibee – featuring real stories told by the real people behind the stories. It empowered people to tell their own Jollibee story in their own words. Its Mother's Day film, Louder than Words, narrates a heart-warming tale of a mother's love and sacrifice for her son who was diagnosed with Autism. Viewers will see how their shared love for Jollibee enables them to connect and bond better, and also witness the sacrifices she has done to support her son's development. The film has garnered more than 20 million views to date.
All these campaigns demonstrated Jollibee's innovative approach to marketing, blending emotional storytelling with effective PR and digital strategies, thus earning various recognitions in the 59th Anvil Awards.
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