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A new campaign honors the care and craft behind every juicy, crispy bite
Editor’s note: This press release is sponsored by Jollibee and was handled by BrandRap, the sales and marketing arm of Rappler. No member of the news and editorial team participated in the publishing of this piece.
For many Filipinos, Chickenjoy is more than just fried chicken. It is a taste of home, a source of comfort, and a shared experience across generations.
Jollibee is now putting the spotlight on the meticulous craft behind its signature fried chicken with the launch of its new campaign, “Jollibee Chickenjoy: Masterfully Made Sarap.” The campaign highlights the care taken at every step — from marination and seasoning to breading and frying, to deliver the crispiness, juiciness, and flavor that customers have come to expect.
“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.”
Bringing this connection to life on screen, actress Anne Curtis, a long-time Jollibee ambassador, stars in the campaign. Her participation highlights the brand’s enduring bond with its audience and shows how Chickenjoy continues to be part of Filipinos’ many joyful moments.
Adding to its legacy, Chickenjoy was officially recognized as a Well-Known Mark by the Philippine Intellectual Property Office in 2025, affirming its strong reputation, widespread recognition, and enhanced legal protection both locally and internationally.
Beyond flavor, Chickenjoy has become a cultural touchstone. It symbolizes Filipino culinary identity and appears in celebrations, office lunches, and family dinners. The campaign not only showcases the care behind each piece but also highlights the emotional and cultural significance of this iconic fried chicken.
Watch the new ad here:
Available nationwide via dine-in, takeout, drive-thru, and delivery, Chickenjoy continues to serve millions of Filipinos who have grown up and continue to grow with it.
Craving more Jollibee treats and exclusives? Head to www.jollibee.com.ph for the latest updates, order your favorites at https://order.jollibee.com, and follow us on social media for more JOYful surprises! — Rappler.com
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