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BBH Singapore Looks to Dramatic Tech Launches for Jollibee's Innovative 'Chick'nwich'

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Directed by Louis Nieto of Stink Films and shot in Prague, the film adopts the iconic cues of a tech product launch ad, served in a delectable, charming way

BBH Singapore Looks to Dramatic Tech Launches for Jollibee's Innovative 'Chick'nwich'

In the world of fast food, there’s the chicken sandwich, and then there’s the Jollibee Chick’nwich. 40 years in the making, the Chick’nwich is the biggest chicken innovation Jollibee has launched since the brand first opened its doors in the 1970s, next only to the Chickenjoy. 

With such an iconic moment in the brand’s history, creative agency BBH Singapore saw an opportunity to do things differently. And when it comes to doing things differently, who better to look to than the ones who are at the forefront of innovation - tech companies. 

So BBH Singapore decided to launch a food product, as a tech product. This gave birth to a ‘Product Reveal’ film parody that puts the Chick’nwich in a whole new light and changes the way people think about the entire chicken sandwich category.

Because the Chick’nwich is by no means an ordinary chicken sandwich. It boasts an ultra-large chicken display, spatial surround crunch, and other carefully assembled components, with a smooth brioche finish to top (and bottom) it off. A personal ‘hand-held’ device to satisfy your appetite for the ultimate upgrade in chicken sandwich, that trumps the competition in both taste and ‘storage size’. 

“When Jollibee and BBH Singapore approached me with a ‘tech product launch’ idea, I was intrigued and excited. Pushing beyond the territory of food, I wanted to creatively portray the Chick’nwich as something that’s absolutely innovative like no other – like a highly anticipated flagship release from our favourite tech brands,” said Louis. 

“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 Louis Nieto, as well as the whole crew that gave it their all, certainly does that. Together we have created an ad that we can all be proud of. We look forward to catching the attention - and appetite - of Jollibee and chicken sandwich fans,” said Francis Flores, JFC’s country/regional and Jollibee PH marketing head.

Sascha Kuntze, chief creative officer, BBH Singapore, said: “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 ground breaking product like the Jollibee Chick’nwich.” 

The Jollibee Chick’nwich is available in the Philippines at all Mega Manila stores for PHP 130.00 à la carte and PHP 175.00 with fries and drink. Have it safely delivered to you (for the Philippines only) via the Jollibee Delivery App, JollibeeDelivery.com, or #87000. Also available in Drive-Thru and Take Out!

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Agency: BBH Singapore

Chief Creative Officer: Sascha Kuntze

Creative Directors: Mae Ong, Gaston Soto, Khairul Mondzi

Managing Partner: Ross Henderson

Account Manager: Isabel Ong

Chief Strategic Officer: Jacob Wright

Senior Strategist: Zoe Chen

Agency Producer: Wendi Chong

Production Company: Stink CZ, s.r.o.

Director: Louis Nieto

Audio House: Echolab & Fuse Adventures in Audio

Client: Jollibee

JFC Country/Regional and Jollibee PH Marketing Head: Francis Flores

Assistant Vice President for Marketing: Mari Aldecoa

Senior Marketing Manager: Pamela Grace Cruz

Assistant Brand Manager: Marie Joyce Marfori

Categories: Retail and Restaurants , Fast food

BBH Singapore, Wed, 15 Dec 2021 10:07:28 GMT