Filipino Christmas 2025: How brands are spreading joy, heart, and festive cheer

Christmas in the Philippines is more than a season - it’s a deeply ingrained cultural moment, a time when joy, generosity, and togetherness take centre stage. After a year marked by challenges and resilience, the festive spirit feels particularly meaningful in 2025, as families and communities come together to celebrate hope, connection, and the simple pleasures that make the holidays unforgettable.

This year, brands are leaning into that sentiment with campaigns that blend heart, nostalgia, and creativity. From Jollibee’s heartfelt celebration of modern Filipino families to Heinz’s playful ode to the irreplaceable role of ketchup at the festive table, the line-up reflects the ways in which Christmas continues to inspire storytelling, community connection, and moments of shared joy across the country.

Here’s a look at how Christmas 2025 is coming alive across the Philippines.

Don't miss: Christmas gets an IP glow-up in Malaysia and Singapore

1. Jollibee

Jollibee’s 2025 Christmas campaign centres on the evolving ways Filipinos experience togetherness, expanding its long-held family-themed storytelling to reflect modern, more diverse households. The film follows varied celebrations - from nurses on night shift and workers on duty, to pet-loving couples, small households, and large clans reconnecting across generations - underscoring that family is defined by love and presence rather than structure.

Developed with Forsman & Bodenfors Singapore, the campaign reframes Jollibee’s holiday narrative for contemporary culture, supported by an original soundtrack highlighting small, distinctly Filipino moments of warmth. Launched 16 November, it anchors a two-month integrated rollout covering KOLs, in-store activities, PR, social, DM, and UGC.

Read more here.

2. Heinz

Heinz enters the regional Christmas arena with its first-ever Southeast Asia festive campaign, “It’s Heinz season,” created by BBDO Bangkok and BBDO Guerrero for Thailand and the Philippines. Built on a shared cultural truth - that food is a point of national pride and Christmas meals demand authenticity - the work taps into the “irrational love” many families have for Heinz, especially when Western-inspired dishes take centre stage.

Anchored by the “True love waits” concept, the hero film plays out a humorous Christmas Eve moment: a family refuses to eat until the final “guest” arrives. When the eldest son walks in, the real celebration begins only after his mother pulls a bottle of Heinz from his bag, unlocking the meal and the joy that follows.

Read more here.

3. Shopee

Celebrating its tenth year in the Philippines, Shopee has launched a celebrity-driven Christmas campaign that honours the community shaping the country’s online shopping culture. The festive film reunites three of its iconic ambassadors - Vice Ganda, Kim Chiu, and Jose Mari Chan - blending nostalgia, humour, and music to reflect how the platform has evolved alongside Filipino users.

The #Shopee10Pasko campaign also encourages user participation, letting shoppers share platform memories for surprise vouchers, while 12.12 promotions and the new “Shopee Unboxed” feature highlight personalised shopping moments. Beyond marketing, Shopee is investing in nationwide logistics, faster delivery routes to VisMin, and support for MSMEs and creators, reinforcing its commitment to accessibility and community-driven growth as it enters its second decade.

Read more here.

4. McKinley Hill

McKinley Hill kicked off the festive season with its much-anticipated Grand Christmas Parade, themed “An Enchanted Venetian Christmas: A Parade of Wonder and Light.” Staged along the Venice Grand Canal and Upper McKinley Road, the parade combined Venetian romance, Filipino craftsmanship, and a modern sustainability message in an immersive visual experience.

Floats inspired by waterways, enchanted forests, and under-the-sea worlds moved through the township’s European-themed avenues, while over 500 performers, mascots, and character actors brought the story to life, highlighting harmony, conservation, and cultural pride. Towering balloons and elaborate choreography turned the parade into a glowing festive spectacle. The event on 6 December also drove foot traffic to surrounding dining, retail, and holiday activations, reinforcing the parade’s role as both a cultural and commercial highlight of the season.

Read more here.

5. Anko

Australian home and lifestyle brand Anko is spotlighting Filipino-Australian celebrity Anne Curtis-Smith as its first Philippine brand ambassador for its 2025 Christmas campaign. Titled “Make Christmas brighter,” the campaign showcases the joy of the season while highlighting Anko’s mission to offer stylish, affordable home and lifestyle products to Filipino families.

Filmed in Australia, the campaign is anchored by Anko’s 2025 Christmas collection, featuring candy cane-themed trees, gingerbread mugs, festive décor, and family-friendly items like mini aprons. The brand will host in-store events at Trinoma led by Curtis-Smith and roll out further activations across Glorietta, Trinoma, and Alabang Town Centre. Anko is also expanding its Philippine footprint with new stores at Ayala Malls Manila Bay and Ayala Malls Feliz, strengthening its presence during the holiday season.

Read more here.

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