WINNING | Jollibee sharpens digital playbook for growth

Insider Spotlight

• Jollibee leans on apps, CRM and gamification to deepen engagement
• Digital, influencer and cultural campaigns drive its marketing push
• Integrated strategy spans technology, creators, PR and experiences
  
  
  

Jollibee Philippines is sharpening its digital and customer engagement playbook, using apps, gamification, influencer marketing and cultural campaigns to keep the homegrown fast-food giant closely connected with Filipino consumers.

The strategy earned Jollibee the Brand of the Year Grand Prix at Marketech Asia-Pacific’s NEXT Awards Philippines 2026, where it recorded the highest overall points across multiple marketing and innovation categories.

Why it matters

The recognition highlights how one of the Philippines’ biggest consumer brands is moving beyond traditional advertising, combining technology with culturally relevant campaigns to deepen engagement across digital and physical touchpoints.

Jollibee took five Gold and three Silver awards across gamification, influencer marketing, marketing technology, public relations, events, video and omnichannel marketing, the company said in a release. 

Winning campaigns included the Jollibee Joy Run App Game, Generation Joy Cycle 2, Bida Best, Bida Pinoy, Jollibee’s Museum of Pride and initiatives built around its app and customer relationship management program.

“It is an incredible honor to accept the Brand of the Year Grand Prix on behalf of the entire Jollibee team,” said Jollibee Philippines vice president for marketing Dorothy Ching. 

“This award belongs to the exceptional men and women behind our brand- our passionate teams, trusted agency partners, valued franchisees and amazing store teams, who bring their best every day to bring the Jollibee brand to life.”

Driving the news

Ching also credited Filipino consumers for inspiring the brand’s work, saying their “love and trust continue to push Jollibee to create meaningful work, deliver joyful experiences and raise the bar.”

Other recognized campaigns included the #JoyDelivered Jollibee App Christmas Activation and Jollibee Kids Values Meals.

The big picture

The breadth of categories points to an increasingly integrated marketing model, with Jollibee deploying technology alongside events, creators, public relations and brand storytelling rather than treating digital as a standalone channel.

The NEXT Awards Philippines, organized by Marketech APAC, recognizes marketing campaigns, teams, agency leaders and brands for innovation and impact in the Philippine market. — Princess Daisy C. Ominga | Ed: Corrie S. Narisma