Jollibee’s iconic bee mascot replaces green Grab riders for 45th birthday

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Ride-hailing and food delivery company Grab Philippines has collaborated with homegrown fast food chain Jollibee to celebrate its 45th birthday. As part of the celebrations, Jollibee’s red bee mascot will show up on the real-time location delivery maps of customers instead of Grab’s green rider icon.

The virtual Jollibee delivery rider also appears on maps of customers when they order from other food brands according to reports by interaksyon.

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Customers will also be treated Jollibee-themed freebies when they spend a minimum of 500 pesos on Jollibee through Grabfood. The promotions will run from 26 October to 25 November 2023.

To generate buzz about the birthday activation, a commercial was created that features the Jollibee mascot and Grab drivers visiting customers to brighten up their day.

The idea to turn the delivery rider icon into the Jollibee mascot first started as a prank idea to turn the Grab car and bike icons for a single user into their own faces, according to a Sulin Lau, regional head or brand and country marketing at Grab, on LinkedIn.

After fine-tuning the prank to run as a proper product, Grab wanted to offer the service to other brands to use, Lau added.

MARKETING-INTERACTIVE has reached out for more information.

As Jollibee collaborates with Grab to create fun activations, its parent company, Jollibee Foods Corporation (JFC), recently appointed dentsu Philippines to handle its integrated media duties. Dentsu’s appointment is effective immediately.

David Cruse Beal, the global chief marketing officer at JFC said that the company is energised by the ‘one dentsu’ proposition which was presented by dentsu Philippines as well as Merkle Singapore.

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