JolliBINI returns as Jollibee launches new Cheesy Yumburger campaign

Jollibee has marked the return of JolliBINI with a lively new ad featuring the Philippine girl group, BINI, an eight-member P-pop act that debuted in 2021. The campaign includes a catchy Cheesy Yumburger jingle, designed to celebrate the burger’s cheesy-beefy indulgence.

This coincides with the launch of two Cheesy Yumburger variants available from 1 October 2025: the Original Cheesy Yumburger, topped with creamy cheese and Yum sauce, and the Special Cheesy Yumburger, a bolder option with cheese, ketchup, pickles, and onions.

“Fans have always loved the Cheesy Yumburger for its beefy patty and cheesy goodness. With this limited-time offer, we’re giving them more ways to enjoy it - either sticking with the original or switching things up with the bold special variant,” said Pam Reyes, assistant vice president, Jollibee Philippines.

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Priced affordably, the Original Cheesy Yumburger starts at 69 pesos (US$1.2), while the special variant begins at 75 pesos (US$1.3). Both are available for dine-in, take-out, and delivery nationwide.

Jollibee, the largest fast-food chain in the Philippines with over 1,700 stores locally and 270 international locations, continues to combine affordable indulgence with engaging campaigns to capture the attention of loyal and new customers alike.

The Cheesy Yumburger jingle adds an extra layer of fun, reinforcing the brand’s playful, approachable image. Since their high-profile debut, BINI has won over fans with catchy songs, viral dance moves, and uplifting messages. The group first collaborated with Jollibee last year. 

Earlier this year, Jollibee also partnered with globally acclaimed girl group KATSEYE for the launch of a limited-edition merchandise capsule on 15 August via Complex. The capsule features three exclusive pieces that blend Jollibee’s joyful heritage with KATSEYE’s vibrant, fan-driven energy: the Shared Dream Tank Top, Chickenjoy Gnarly Box Tee, and Double Drop Denim Tote.

Jollibee has also launched a redesigned delivery app to enhance digital consumer engagement, offering a user-centric interface, streamlined ordering, and exclusive in-app rewards. The launch introduced celebrity ambassadors Brent Manalo and Mika Salamanca, tapping further into youth fan culture and digital entertainment spaces.

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