Jollibee's latest ad pulls off tech-inspired product reveal for new sandwich

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Jollibee has taken a unique approach to promote its latest Jollibee Chick'nwich by creating an ad similar to how tech products would be advertised. Done in collaboration with BBH Singapore, the campaign resulted in a "product reveal" film that parodied tech product launch advertisements.

Akin to a phone advertisement, the film promoted the Chick'nwich's "ultra-large chicken display", "spatial surround crunch", and other carefully assembled components. It also advertised the product's tap-to-order functionality via Jollibee's app in smart phones, ending off with the product's "compatibility" with fries and a drink. The film was directed by Louis Nieto from Stink Films. The ad will primarily be advertised across all Jollibee Philippines social media channels such as Facebook, Instagram and YouTube.

BBH Singapore had wanted to do things differently, thus seeking inspiration from tech companies - the forefront of innovation. The resulting film also puts the Chick’nwich in a whole new light and changes the way people think about the entire chicken sandwich category.

Sascha Kuntze, chief creative officer, BBH Singapore, explained that in the world of product launch ads, no one does it like how the tech giants do. “The hype and excitement with a clear product focus was something we wanted to play on. Especially for a groundbreaking product like the Jollibee Chick’nwich," he added.

Film director Nieto added that he was intrigued when Jollibee Philippines and BBH Singapore pitched the idea to him and wanted to push beyond the territory of food by creatively portraying the Chick'nwich as an innovative product - akin to a flagship release from tech brands.

Meanwhile, Jollibee Foods Corporation's (JFC) country/regional and Jollibee Philippines marketing head, Francis Flores, said that together with BBH Singapore, it has created an ad the brand can be proud of.

"The Chick’nwich is a breakthrough product for us; a new level of chicken sandwich, bringing a new level of joy to our consumers. This gave us the opportunity to go big, and the work from BBH Singapore and director Nieto, as well as the whole crew that gave it their all, certainly does that. We look forward to catching the attention - and appetite - of Jollibee and chicken sandwich fans,” he added.

The Jollibee Chick'nwich is currently only available in the Philippines. According to both teams, the Chick'nwich is the biggest chicken innovation Jollibee has launched since its inception, second only to the Chickenjoy.

Separately, JFC acquired Taiwanese beverage brand Milkshop International Co last month. Following the acquisition, JFC now owns 51% of shares in Milkshop International Co for approximately US$12.8 million. One of the co-founders of Milkshop will continue to retain the 49% ownership of the brand. JFC said it will leverage this opportunity to participate in the beverage category and grow the Milksha brand Milkshop globally. In June 2021, JFC brought Milksha to Filipino consumers. JFC and its subsidiaries, Fresh N’ Famous Foods and Mang Inasal Philippines now have the exclusive rights, through a licensing agreement with Milkshop, to sell and market products under the Milksha brand in their stores.

Also last month, JFC increased the fund size of Titan Dining, which owns the Tim Ho Wan brand and company-owned Tim Ho Wan stores, to strengthen its portfolio to serve Chinese cuisine in different parts of the world. JFC said then that its wholly owned subsidiary Jollibee Worldwide made amendments to the Limited Partnership Agreement for Titan Dining, increasing the fund size of Titan from its current SG$200 million to SG$250 million to fund working capital requirements of Tim Ho Wan as well as facilitate the completion of other projects. JFC said it is planning to aggressively expand Tim Ho Wan in mainland China with a target of reaching 100 restaurant outlets within the next four years. Currently, Tim Ho Wan operates a total of 53 outlets in Asia, mostly franchised stores with the largest concentration in Singapore and Taiwan with 12 stores respectively, seven stores in the Philippines, and six stores in Hong Kong.

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