Jollibee brings 'taste of joy' to Hongkongers with new campaign

Jollibee has launched its latest "Taste of joy" campaign to cheer Hongkongers on despite their hectic schedules, featuring Chickenjoy, a range of exclusive offers and enhanced dining experiences.  

Amid the hectic, high-pressure lives many Hongkongers face, the brand has always been offering delicious food to uplift their customers spirits. The new campaign seeks to remind Hongkongers that simple joys can be found everywhere, including in every bite of the brand’s signature Chickenjoy. 

Starting 17 October and continuing through the end of the year, the campaign aims to invite Hongkongers to enjoy Jollibee’s signature Chickenjoy, providing a moment of relief from their bustling routines and a chance to rediscover the simple joys of life. 

As part of the campaign, Jollibee has collaborated with Michael Chu (朱柏熹), a Hong Kong influencer and a member of the Pomato YouTube channel with over 600,000 subscribers, to create short videos to cheer up young professionals stressed with the bustle of life.  

The video has been launched on Jollebee’s Instagram, with a caption stating “As times change, and everything changes too. But what can stay the same after all? It’s Jollibee’s Chickenjoy!” The video has garnered over 3,500 likes, with many saying they were tempted to try Chickenjoy at lunch, while some praised the smart use of KOL by the brand, a check by MARKETING-INTERACTIVE saw. 

Jollibee has also launched a series of short videos about the lives of office-goers, working mothers and students, illustrating how Chickenjoy lights up their lives with moments of happiness. 

To amplify the campaign reach, Jollibee also brought the “taste of joy” directly to young professionals themselves, with the brand’s cheeky and cheery mascot doing surprise office visits for a joyful break. The campaign is also promoted across the city with out-of-home ads on tram bodies. 

On the consumer front, Jollibee is introducing a series of “Taste of joy” surprises starting in October, including inviting consumers to share Chickenjoy buckets with friends and colleagues on Wednesdays and Thursdays.  

With a customer-centric strategy, Jollibee takes every customer’s needs into account and continuously enhances the overall customer experience, including new menu items that cater to local tastes and a brand-new store design. Its branches are undergoing upgrades in phases, introducing self-service kiosks and mobile ordering systems. 

Gino Lau, managing director, Jollibee Hong Kong, said: “Our 'Taste of joy' campaign is a reminder to Hongkongers that amidst their busy lives, simple moments of happiness can be found in every bite of Chickenjoy. As the brand undergoes a transformation in the local Hong Kong market, we are dedicated to offering not only great food but also uplifting experiences that resonate with our customers, enriching their lives with a touch of joy.”

Don't miss: Jollibee revamps concept store in North Point with refreshed image

Back in July, Jollibee revamped its concept store in North Point featuring a refreshed restaurant image, a digitalised dining experience and exclusive new menu items.  

The newly renovated store design incorporates cheerful and energetic new elements to the brand’s joyful restaurant experience. Centred on the core concept of putting a smile at the heart of everything consumers do, the store incorporates Jollibee’s iconic elements using materials such as wood grain and faux leather to create a warm, vibrant, and elevated dining experience for friends and family alike. 

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