Jollibee taps global Filipino icons for 'Bida Best, Bida Pinoy' campaign

Jollibee has unveiled a new campaign, “Bida Best, Bida Pinoy,” fronted by a powerhouse lineup of global Filipino talents. Launched at an event hosted by Gretchen Ho at Whitespace Manila, the campaign aims to rally national pride by spotlighting eight world-class Filipinos who have made their mark across beauty, sports, science, and the arts.

The ambassadors include Miss Universe 2015 Pia Wurtzbach, Olympic champions Hidilyn Diaz and Carlos Yulo, world-class pole vaulter EJ Obiena, astrophysicist Dr. Reina Reyes, toy designer Quiccs Maiquez, national esports team SIBOL, and Hip Hop champions UPeepz.

Each of them is featured not just as a face of the campaign, but as a voice - sharing their own experiences in a series of “Bida Best Talks” that explore themes of resilience, authenticity, and national identity.

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“This is our tribute to the many Filipinos who, like Jollibee, rose from humble beginnings to global success,” said Dorothy Dee-Ching, VP and head of marketing at Jollibee, as quoted by InsiderPH.

Jollibee’s long-standing identity as a proudly Filipino brand gives it cultural leverage - and the brand is using that equity to lean into nation branding at a time when representation matters more than ever. The event was a visual and emotional showcase of this: from Diaz’s gold medal on display to Wurtzbach’s Miss Universe gown, the “Bida Best Booth” served as a living museum of Filipino achievement.

But it wasn’t just about trophies. For Wurtzbach, the message was clear: “This isn’t just about success - it’s about puso (heart).” Diaz echoed the sentiment with her call to young dreamers: “Whatever you passion is, don’t let anyone tell you na hindi mo kaya (that you can’t).”

Maiquez, whose toy art celebrates Pinoy street culture, noted, “Authenticity is your superpower, and your culture is your edge.” And for Reyes, whose work in astrophysics has inspired a generation, the message was expansive: “I want every Filipino kid to feel free and celebrated to be smart, to be curious, to dream big - as big as the universe.”

Jollibee continues to cement its place as a Filipino icon on the global stage. According to Brand Finance’s Philippines 50 2025 report, the fast-food giant ranks second in brand value, now worth US$2.5 billion - an 8% increase year-on-year. Its aggressive international push, with over 1,600 stores across 19 countries, has kept its halo burning bright.

“Our passion has always been for delivering superior taste and joyful dining experiences - this is what drives our brand value. And, behind these brand-building efforts and honours are our dedicated and time-tested teams, which not only deliver business performance but also connect meaningfully with the people and communities we serve,” said Joseph Tanbuntiong, Jollibee Group Philippines CEO.

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