Jollibee champions authenticity with Valentine’s Day films based on true love stories

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Homegrown fast food chain Jollibee has released its latest instalments to its "My Kwentong Jollibee" Valentine’s series that spotlight two real love stories that happened at Jollibee's outlets.

The first film titled 30 Dates, follows Kristian and Colleen who never had romantic feelings for each other until Kristian decided to treat Colleen to Jollibee for 30 days for her birthday. Kristian said that Jollibee was comfort food for Colleen and thought it would be the perfect gift.

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Filmed in a documentary style, 30 Dates showed a re-enacted montage of the two friends enjoying each other’s company and getting to know one another better at a Jollibee driveway or Jollibee outlets.

The film then shows the actual social media post announcing that they decided to be in a relationship and footage from their wedding to highlight the authenticity of their love story.

In the second film titled To Love Again, Jollibee showcases the story of Jollibee employee Hazel who got pregnant at 21 and is weary about being in love again. However, she meets Ronald who is willing to do whatever it takes to make her open to love again.

Despite Hazel’s family and friends being against Ronald courting her, the two eventually fall in love. Jollibee then showed actual proposal footage of when Ronald visited Hazel at work with a huge bouquet to pop the question.

The campaign was done in collaboration with McCann Worldgroup Philippines which chose to pivot from fictional narratives to real stories as consumers are demanding more authenticity, according to Adobo Magazine. MARKETING-INTERACTIVE has reached out for more information.

Jollibee also worked with McCann Worldgroup Philippines last year to pay tribute to mothers around the world with a new Mother’s Day short film, an extension of the #MyKwentongJollibee campaign which encourages people to share how Jollibee impacts their lives.

Since the launch of the campaign earlier this year, the brand has received hundreds of wonderful stories about how Jollibee has impacted the lives of so many Filipinos, according to Dorothy Dee China, VP of marketing of Jollibee. "From these, we were able to find the touching tale of Mommy Alma and Atticus which we hope will inspire everyone to express their love and gratitude for their mother’s unwavering love and endless sacrifices this Mother's Day,” said Ching.

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