Jollibee pulls back the curtain on the craft behind Chickenjoy in new campaign

Jollibee, the Philippines’ largest quick service restaurant chain, is placing renewed focus on the craft behind its signature fried chicken with the launch of a new campaign titled “Jollibee Chickenjoy: Masterfully made sarap.”

The campaign highlights the meticulous process involved in creating Chickenjoy, from marination and seasoning to breading and frying, underscoring the attention to detail required to achieve its signature crispiness, juiciness, and flavour.

“Chickenjoy is more than fried chicken to Filipinos. It’s part of family memories, celebrations, and everyday moments of joy,” said Dorothy Dee-Ching, Jollibee Philippines’ vice president for marketing. “We take pride in every step of its preparation because we know how much it means to our customers. Every piece carries that same flavour and happiness that people have loved for generations.”

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The campaign brings this narrative to life through a new film starring actress Anne Curtis, a long-time Jollibee ambassador. Her appearance reinforces the brand’s longstanding connection with Filipino consumers and reflects how Chickenjoy continues to feature in everyday moments and celebrations.

Beyond its commercial success, Chickenjoy has also gained formal recognition for its cultural and brand significance. In 2025, it was officially recognised as a well-known mark by the Philippine Intellectual Property Office, a designation that affirms its strong reputation, broad public recognition, and enhanced legal protection both domestically and internationally.

Over the years, Chickenjoy has evolved into a cultural touchstone, appearing at family gatherings, office lunches, and milestone celebrations. Jollibee’s latest campaign positions the product not only as a culinary favourite, but also as a symbol of Filipino identity and shared experience.

The new advertisement is available to watch on Jollibee’s official social media channels. Chickenjoy remains available nationwide through dine-in, takeout, drive-thru, and delivery, continuing to serve generations of Filipinos who have grown up with the brand - and continue to grow with it.

Earlier, Jollibee announced plans to separate its domestic and international businesses as part of a proposed structural overhaul, creating a standalone overseas unit that it intends to list on a US securities exchange. Under the plan, Jollibee Foods Corporation will retain its Philippine operations, while a new entity, Jollibee Foods Corporation International, will house all international brands and operations.

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