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Kwentong Jollibee continues to win hearts and prestigious Advertising Awards locally and internationally – bags 7 awards at Effie Asia Pacific

The #KwentongJollibee viral videos continue to touch the hearts of many and garner recognitions from prestigious award-giving bodies in the country and even abroad for the country’s well-loved fast-food chain.

Just recently, Jollibee’s most successful brand love campaign in history received the nod of top-notch marketing communicators from across the Asia Pacific region as it bagged 7 trophies from the APAC Effie Awards 2018 held in Singapore in April.

Together with its partner creative agency, McCann Worldgroup Philippines, Jollibee brought home a pair of Gold awards in the Asia Pacific Brands Category and Social Media Marketing Category, a Silver in the Restaurants Category, and a pair of Bronze awards in the Seasonal Marketing Category and Small Budget – Products Category for its 2017 #KwentongJollibee “Valentine’s Joy for the Heartbroken” series.

“We consider our latest achievement from no less than the Effie Awards very significant as it is not only a testament of how truly effective our campaign was, but also how Filipino brands can hold its own even against the best marketing campaigns from other parts of the world. It is a victory that we share with the whole JFC family and with our fellow Filipinos,” said Francis Flores, Jollibee Brand Chief Marketing Officer and PH Marketing head.

The APAC Effie Awards is recognized by advertisers and agencies as the gold standard of marketing effectiveness globally, honoring the region’s most outstanding marketing communication works that have proven results in meeting strategic objectives.

The fast-food chain’s metal haul further earned for Jollibee and Jollibee Foods Corporation the Brand of the Year (2nd Place) and Marketer of the Year (3rd Place) awards, respectively. With the recognitions, Jollibee enjoys the distinction of being the only Philippine company to receive the Gold and Brand of the Year honors.

Jollibee’s five #KwentongJollibee entries are part of the 157 finalists that were shortlisted from a field of 500 entries from around the region. Other finalists included campaigns from Australia, India, Malaysia, China and Singapore.

Last February 2017, Jollibee broke the internet with tear-jerking #KwentongJollibee Valentine’s series episodes–“Vow”, “Crush” and “Date”–putting it in the lead of the digital marketing frontier through its innovative content and authentic storytelling.

#KwentongJollibee Valentines videos enabled Jollibee’s digital share of voice in the quick service restaurant (QSR) industry to skyrocket to 96% as it garnered almost 662,000 mentions and roughly 52 million impressions. Year-long, the three Valentines episodes collectively reached 48.3 million Facebook and YouTube views.

Aside from the regional Effie Awards, the #KwentongJollibee feature films also garnered Platinum and Gold Anvil Awards from the Public Relations Society of the Philippines early this year.


#KwentongJollibee “Crush” is also included in’s World’s Top 50 Ads List of 2017. This makes Jollibee the only Philippine brand to make it to the prestigious list.

In the 2018 Kidlat Awards, #KwentongJollibee “Vow” won a Silver award while the Jollibee Valentine’s Day Series garnered a Bronze award from the Creative Guild of the Association of Accredited Advertising Agencies.


Jollibee is also the only Philippine brand to make it as finalist in the Creative Marketing Effectiveness category in the upcoming New York Festival which celebrates exceptional and innovative content.


Award-winning team. Jollibee Brand Chief Marketing Officer and PH Head of Marketing Francis Flores and Jollibee Philippines President JJ Alano are flanked by (from left) McCann Worldgroup Philippines (MWG PH) Chief Strategy Officer Gino Borromeo, Executive Creative Director Joe Dy, Associate Managing Director Mitzie Lim-Nacianceno, Jollibee Brand Engagement Manager Cat Triviño, AVP/Head of PR and Digital Arline Adeva, and MWG PH Creative Director Bong Legaspi.


Jollibee takes home 2 Golds, 1 Silver, and 2 Bronze metals for #KwentongJollibee, and was also awarded Brand of the Year – 1st Runner Up, and Marketer of the Year – 2nd Runner Up.


Jollibee PH and McCann Worldgroup teams onstage during the APAC Effie Awards 2018 in Singapore.