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Jollibee Announces David & Goliath as Agency of Record

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Announcement comes with the launch of Jollibee's latest musical campaign

Jollibee Announces David & Goliath as Agency of Record

Integrated creative agency David&Goliath (D&G) today announces that it was awarded agency of record for Honeybee Foods Corporation (Jollibee) in late 2020. Jollibee and its affiliates comprise one of the world’s largest and fastest-growing Asian restaurant companies with roots in the Philippines and over 1,400 restaurants worldwide. Jollibee is looking to accelerate growth from its current footprint of 63 restaurants in North America to over 300 by 2024. To achieve this growth, Jollibee brought on D&G to create its first advertising campaign to build awareness and interest among new consumers in mainstream markets.  

The Jollibee brand has become a national symbol of pride amongst their core Filipino consumers— igniting deep emotional nostalgia through the sharing of their 'taste from home' with family and friends, infused with a key ingredient – joy. Now, people of all cultural backgrounds will have the opportunity to experience that same contagious positivity that millions of Jollibee enthusiasts feel from all over the world. 

“Across the world, Jollibee is known for its superior tasting food, friendly service, and great value. Starting from humble beginnings, our brand is a centerpiece of community that has grown throughout southeast Asia and now has its sights set on sharing the joy of eating across North America,” said Luis Velasco, vice president of marketing for Jollibee.

“In a time when the world could use a little more joy, we are so excited to introduce Jollibee to audiences in North America who haven’t yet experienced this singular cuisine, that deliciously combines next level Chickenjoy with pure, authentic joy,” said Yumi Prentice, president of David&Goliath. “It’s a brand I grew up with in the Philippines, so deeply rooted in purpose which carries significant meaning and impact in the lives of its employees, communities and customers.”

The creative campaign titled ‘Joy Served Daily’ was designed to capture the authentically joyous spirit of Jollibee employees to demonstrate how joyful people, make joyful food - and further illustrate how that joy is carried forward having a positive effect on the Jollibee customer. 

The centrepiece of the campaign is a 30 second spot titled ‘Ripple Effect’ which went live on the brand’s social platforms Tuesday, March 23rd and broadcasted live on The Filipino Channel Saturday, March 20th. 

The spot features actual Jollibee team members who happily go about their day as they make and serve the famous fried chicken while singing a joyous tune. The unique track featured in the spot was created by Human Music and scores the action. 


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Agency 

Agency: David&Goliath, LA

Founder & Creative Chairman: David Angelo

President: Yumi Prentice

Chief Creative Officer:   Ben Purcell

Executive Creative Director: Josh Miller

Associate Creative Director (Copy): Jason Miller

Associate Creative Director (Art): Rory Odani

Senior Art Director: Diana Hernandez

Senior Copywriter: Andrea Vega

Senior Designer: Katherine Ahn

Managing Director: Robin Osborne

Account Director: Lisa Wong

Account Executive: Darby Jones

Account Coordinator: Matt Arias

Strategy Director: Renee Welch

Associate Director, Communications Planning: Natalie Gomez

Jr. Communications Planner: Hailey Kim

Social Community Manager: Mackenzie Abuyen-Nuestro

Business Affairs Manager: Yenia Paez

Business Affairs Manager: Camara Price

Managing Director, Broadcast Production: Paul Albanese

Senior Producer: Eric Herrmann

Managing Director, Integrated Production: Peter Bassett

Associate Director of Project Management: Genie Lara

Senior Project Manager: Donna Alexander

Project Manager: Anna Carnochan

Production

Production Company: Spinach

Executive Producer: Adam Bright & Jonathan Carpio

Director: Tamir Moscovici

Director of Photography: Adam Marsden

Line Producer: Erik Wilson

Edit

Editorial House: Spinach 

Executive Producer: Jonathan Carpio

Post Producer: Cristy Torres

Editor: Adam Bright

Assistant Editor: Gabriel Cullen

Music

Music: Human

Exec. Producer: James Wells

Head of Sync and A&R: Kamela Anderson

Creative Director: Andy Bloch

Composer: Ed Dunne

Colour

Colour: Beachhouse Color

Colourist: Mike Pethel

Colour Producer: Adam Waggoner

Visual Effects 

Visual Effects: Spinach

Flame Artist: Chris Moore & Christopher DeCristo

Producer: Ian Dawson

Executive Producer: Adam Bright & Jonathan Carpio

Sound 

Mix Facility: Post Human

Sound Designer/Mixer: Sloan Alexander

Executive Producer: Craig Caniglia

Genres: People, Musical

Categories: Fast food, Retail and Restaurants

David & Goliath, Mon, 29 Mar 2021 09:20:54 GMT