Kwentong Jollibee
Philippine web series
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Kwentong Jollibee (English: Jollibee Stories) is a series of short films released to promote Jollibee.
| Agency | McCann Philippines |
|---|---|
| Client | Jollibee Group |
| Market | Philippines |
| Language | Filipino |
| Media | Web series |
| Running time | 5 minutes (average) |
| Product | |
| Release date | February 19, 2016 – May 11, 2024 |
Created by advertising agency, McCann Philippines for Jollibee, the videos were released on Facebook and the Jollibee Studios YouTube channel. The first episodes were released on February 14, 2016, with the last episode released in May 2024.
Background
Kwentong Jollibee is a series of short films produced to promote the flagship brand of Jollibee Foods Corporation (JFC), the fast food chain Jollibee. It was produced by ad agency McCann Philippines as part of Jollibee's digital advertising campaign.[1]
The videos are presented as being "inspired by a true story" and center around mundane Filipino life situations. They also do not focus on explicitly promoting a product like typical television commercials. Videos are released sporadically, typically during special occasions such as Valentine's Day, Mother's Day, Mother's Day, Father's Day, Grandparents' Day, and Christmas.[1][2]
Release
Videos are made available in Facebook and Jollibee Studios, Jollibee's YouTube Channel.[3][4] This platform also hosts the Petsa de Peligro (2017) and One True Pair (2018).[5]
The Kwentong Jollibee videos are longer than conventional television commercials (TVCs) having an average length of five minutes.[1] Francis Flores, the Chief Marketing Officer for JFC's Global Office noted that YouTube allows for "more liberty to tell the story in full" in comparison to traditional media.[6]
The first four episodes of Kwentong Jollibee was released on February 19, 2016.[2][7][8]
Reception
Some episodes of Kwentong Jollibee was reportedly among the top ten most viewed videos in the Philippines on YouTube. The September 2017 episode "Kahera" reportedly ranked eight in April 2017.[6] "Crush" was the seventh most viewed video from January to June 2017. It was attributed to the quadruple increase of Jollibee's Yum hamburger sales as of July 2017.[9]
"Crush" was included in Branding Asia's World's Top 50 Ads List of 2017 with Jollibee only the Philippine brand on the roster.[10]
Jollibee received various awards for the Kwentong Jollibee at the 2018 Public Relations Society of the Philippines and the 2018 APAC Effie Awards in Singapore.[10]
Accolades
| Year | Awards | Category | Recipient | Result | Ref. |
|---|---|---|---|---|---|
| 2018 | APAC Effie Awards | Asia Pacific Brands | "Valentine's Joy for the Heartbroken" series | Gold | [10][11] |
| Social Media Marketing | Gold | ||||
| Restaurants | Silver | ||||
| Seasonal Marketing | Bronze | ||||
| Small Budget – Products | Bronze | ||||
| Anvil Awards | — | Kwentong Jollibee | Platinum | [10] | |
| — | Gold | ||||
| Kidlat Awards | — | "Vow" | Silver | ||
| Creative Guild of the Association of Accredited Advertising Agencies | — | Jollibee Valentine's Day Series | Bronze | ||
| 2025 | Anvil Awards | PR Programs – Best Use of Social Media | "Share the Joy of Love: Valentine’s Day 2024" series | Silver | [12] |
| PR Programs – Best Use of Social Media | "Nanay ng Bayan" | Silver |
Episodes list
| No. | Title | Directed by | Original release date [2] |
|---|---|---|---|
| 1 | "Kwentong Jollibee (Jollibee Stories)" | Ianco Dela Cruz | February 19, 2016 |
| 2 | "Jabee" | Ianco Dela Cruz | February 19, 2016 |
| 3 | "Tagpuan (Meeting Place)" | Ianco Dela Cruz | February 19, 2016 |
| 4 | "Almusal (Breakfast)" | Ianco Dela Cruz | February 19, 2016 |
| 5 | "Mama's Girl" | Unknown | May 16, 2016 |
| 6 | "Entrance Exam" | Unknown | June 18, 2016 |
| 7 | "Kahera" (lit. 'Cashier') | Ianco Dela Cruz[13] | September 6, 2016 |
| 8 | "Regalo" (lit. 'Gift') | Unknown | December 9, 2016 |
| 9 | "Vow" | Ianco Dela Cruz[14] | February 9, 2017 |
| 10 | "Date" | Unknown | February 10, 2017 |
| 11 | "Parangal (Tribute)" | Unknown | May 9, 2017 |
| 12 | "Powers" | Unknown | June 10, 2017 |
| 13 | "Apo (Grandchild)" | Ianco Dela Cruz[14] | September 3, 2017 |
| 14 | "Homecoming" | Joel Ruiz[15] | February 1, 2018 |
| 15 | "Status" | Ianco Dela Cruz | February 2, 2018 |
| 16 | "Amor" lit. 'Love' | Unknown | May 2, 2018 |
| 17 | "Tess" | Unknown | May 5, 2018 |
| 18 | "Biyahe (Journey)" | Unknown | September 5, 2018 |
| 19 | "Best Friend" | Unknown | December 9, 2018 |
| 20 | "Pamasko" (lit. 'Christmas gift') | Unknown | December 15, 2018 |
| 21 | "Proposal" | Joel Ruiz[15] | February 4, 2019 |
| 22 | "Schoolboy" | Unknown | May 3, 2019 |
| 23 | "First Love" | Unknown | June 8, 2019 |
| 24 | "Garapon (Jar)" | Unknown | September 3, 2019 |
| 25 | "#CoupleGoals" | Unknown | February 1, 2020 |
| 26 | "Space" | Unknown | February 3, 2020 |
| 27 | "Apart" | Unknown | February 7, 2020 |
| 28 | "Pasasalamat" (lit. 'Tribute') | Unknown | May 9, 2020 |
| 29 | "Salamat po Tay!" (lit. 'Thank you dad!') | Unknown | June 20, 2020 |
| 30 | "LDR" | Antoinette Jadaone[16] | February 4, 2021 |
| 31 | "First Date" | Pepe Diokno[16] | February 8, 2021 |
| 32 | "Hero" | Ianco Dela Cruz[16] | February 12, 2021 |
| 33 | "Pangako (Promise)" | Unknown | May 5, 2021 |
| 34 | "Maestro" | Unknown | June 16, 2021 |
| 35 | "600 DAYS" | Unknown | February 10, 2022 |
| 36 | "Dream Guy" | Unknown | February 14, 2022 |
| 37 | "ILY" | Unknown | February 19, 2022 |
| 38 | "Hinga (Breathe)" | Unknown | May 5, 2022 |
| 39 | "Portraits" | Unknown | June 18, 2022 |
| 40 | "From Crewmates to Soulmates" | Unknown | February 11, 2023 |
| 41 | "Second Chance at First Love" | Unknown | February 13, 2023 |
| 42 | "Louder Than Words" | Unknown | May 12, 2023 |
| 43 | "30 Dates[8]" | Paolo Villaluna | February 13, 2024 |
| 44 | "To Love Again[8]" | Paolo Villaluna | February 14, 2024 |
| 45 | "Nanay ng Bayan" | Unknown | May 11, 2024 |