Jollibee concludes branding pitch for its first global loyalty programme

Filipino fast-food chain Jollibee has handed the branding remit of its first-ever global loyalty programme Jollibee Rewards to Landor. The appointment lasts for five months.  

In an exclusive conversation with MARKETING-INTERACTIVE, Jollibee said Landor was chosen for its strategic thinking, deep understanding of target audiences, and proven ability to deliver impactful brand strategy and visual identity.  

The agency was particularly impressed with the brand’s collaborative approach, ability to meet tight deadlines (as demonstrated with the North America launch), and confidence in its expertise. 

Jollibee Rewards was launched last month, starting with a successful rollout in North America. This programme marks a significant milestone in Jollibee's international expansion, bringing its unique brand of joy to a broader audience while staying true to its Filipino heritage. 

Under the partnership, Landor is tasked at overseeing the programme’s brand strategy, naming and nomenclature development, brand voice and messaging framework, visual identity development and  VI application, as well as brand guidelines. 

Central to this initiative is Landor's brand idea, "Amplify the Joy," which permeates every aspect of the loyalty programme, from its visual identity to the customer experience. The narrative focuses on spreading Jollibee's distinctive brand of joy and fostering a sense of family and community—resonating deeply with audiences seeking authentic and joyful experiences, particularly in the North American market. 

By rewarding customers across different markets and cultures, Jollibee strengthens their bond with the brand, amplifying the joy they experience and enhancing community connections. The strategic implications of this programme are significant: boosting engagement, fostering loyalty, and reinforcing Jollibee's status as a joyful global brand. 

Landor has introduced a refreshed visual system to align with this global vision, inspired by the idea of putting smiles on consumers' faces and a sparkle in their eyes. The new design retains Jollibee's familiar colour palette but introduces an energetic, lifestyle-focused vibe that appeals to Gen Z, particularly in North America and other key international markets.  

The adjustments feature playful and modern aesthetics, including a vibrant photography style that captures a fun, youthful spirit while maintaining brand consistency.  

To rally a global audience, especially younger generations, the programme has also embraced a distinctive verbal identity: "Be Joyful, Be Flavorful, Be Delightfully Different." This unique voice sets the tone for the loyalty brand, making it stand out in the market. 

“Jollibee Rewards is an exciting step forward in connecting our global community of customers through shared experiences and joy,” said David Beal, global chief marketing officer of the Jollibee Group. “With 'Amplify the Joy' at its heart, this programme deepens our connection with customers across borders, creating joyful moments that celebrate the spirit of Jollibee worldwide.” 

 “It’s not every day you get tasked to help spread joy around the world with one of the Philippines' most iconic brand.  It has been a truly joyful partnership from day one and we are very proud to help amplify Jollibee’s Joy with this refreshing new loyalty programme to attract even more loyal fans into the Jollibee community!” said Matthew Robinson, creative director at Landor, Hong Kong. 

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