Jollibee Social: Super fans creating new fans.

Jollibee, the largest fast-food chain in Southeast Asia, is a beloved, iconic brand with a passionate, multigenerational following built on a legacy of joy, family and flavor. Entering North America meant taking on a whole new challenge: introducing Jollibee to a generation of American consumers who had never heard of it, while honoring the deeply loyal Filipino diaspora who already love it. With a fraction of the budget of the fast food giants, we set out to amplify the passion of Jollibee's super fans on social, to let their authentic, contagious love spark curiosity, drive trial, and introduce the brand to a whole new generation of Americans.

A few of the nearly 2,000 cross-platform posts we created, posted and managed since 2019.