When we launched Jollibee’s Chicken Sandwich, we knew all we had to do was get it into the hands, and mouths, of people let down by our competitors’. Enter Chris P. Poultry. Once ‘retained’, Chris P. Poultry fought for chicken sandwich justice - in the form of a free Jollibee Chicken Sandwich. The campaign became their most successful product launch to date, driving trial among a crossover audience, earning unpaid impressions and stealing share from McDonald’s, Wendy’s and Popeye’s.