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Jollibee 'Hires' Attorney Chris P. Poultry to Serve Up Chicken Sandwich Justice for All

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David&Goliath parodies late-night ambulance-chasing lawyer ads with 'Justice is Best Served Crispy'

Jollibee 'Hires' Attorney Chris P. Poultry to Serve Up Chicken Sandwich Justice for All

Have you been emotionally harmed by a tasteless chicken sandwich? A sandwich so soggy, dry or bland it leaves you joyless? Seems these days, everyone is throwing their chicken sandwich hat into the ring. But just because it’s in the ring doesn’t mean it’s good. Fact is, people have been super vocal online about chicken sandwiches that have let them down. But who’s advocating for them? Who’s fighting for their right to experience the joyful, crispy, juicy, flavorful chicken sandwich they deserve? No one – until now! Chris P. Poultry, Chicken Sandwich Lawyer extraordinaire is on the right side of chicken sandwich justice, fighting for our rights by offering just compensation: a free Jollibee Chickenwich. Much like the scales of justice, Jollibee’s Chickenwich offers the perfect balance of crispiness and juiciness. And a whole lot of joy.

'Justice is Best Served Crispy,' is the title of Jollibee’s new campaign created by David&Goliath, a fun parody on those late-night ambulance-chasing lawyer ads. The campaign inspires consumers to reconsider their chicken sandwich options and break away from the ‘good enough’ or simply ho hum competition by offering a free Jollibee Chickenwich for a truly joyful chicken sandwich experience. 

“In the chicken sandwich ‘wars,’ it’s easy for brands to get lost in the mix,” said Ben Purcell, chief creative officer, David&Goliath. “Being the joyful brand that Jollibee is, we’re excited to work with this brave client that not only could rise above the ‘wars,’ but also could see the bigness in the idea, and help support our efforts to bring the world chicken sandwich justice.”

The fully integrated campaign officially launches September 14 and includes an 80-second ad titled 'Chicken Sandwich Justice', created to generate buzz and engage Chris P. Poultry with consumers eager to find joy in their chicken sandwich experience. Akin to those cliche ambulance-chasing ads, the spot stars Chicken Sandwich Lawyer Chris P. Poultry fighting for the victims of tasteless chicken sandwiches by offering the mouth-watering compensation of a free, tasteful Jollibee Chickenwich. Further leaning into the trope ads, the campaign includes print and OOH ads placed on bus stop benches and billboards with Chris P. Poultry’s suited-up headshot and website plastered across the front and copy that asks the probing question: “Were you the victim of a joyless chicken sandwich?” And classic call-to-action “You might be entitled to chicken sandwich compensation, go to”

“We know there are many chicken sandwiches on the market right now, but with the launch of the Jollibee Chickenwich, we want everyone to experience just how delicious a chicken sandwich is meant to be,” said Luis Velasco, senior vice president and marketing head, Honeybee Foods Corporation. “Our newest campaign featuring Chris P. Poultry takes a fun and cheeky approach to emphasize that not all chicken sandwiches are the same. At Jollibee, they’re always joyfully delicious. We want people to try what we believe everything a chicken sandwich should be – crispy, juicy and tasty – that’s why we are giving eligible customers an opportunity to try the Jollibee Chickenwich at no cost to them.” 

“As someone who grew up on Jollibee chicken, it gives me great joy that we’re doing this campaign for Jollibee, whose mission is to serve great tasting food and bring the joy of eating to everyone. And what better place to start than making sure people have the right to a crispy, juicy chicken sandwich that doesn’t disappoint,” said Yumi Prentice, president, David&Goliath. “According to a recent Meltwater social media report conducted from April to June 2021,16% of the chicken sandwich category conversation was driven by complaints about competitors. In order to reach those people who are missing out on a truly joyful chicken sandwich experience, we wanted to create a campaign that would capture their imagination and taste buds.”

Additional elements include an aerial banner and 30, 15, and 06-second cut downs of 'Chicken Sandwich Justice' titled 'Emotional Harm' and 'Actual Client' used for digital and social including Tik Tok integrations. As well, influencers will amplify campaign messaging throughout all social platforms. 

After much cross examination, the verdict is in: it’s your right to indulge in a delicious chicken sandwich that brings you joy. Thanks to Jollibee, justice is best served crispy with Jollibee Chickenwich. Case closed.

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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 Designer: Katherine Ahn

Strategy Director: Kaveri Gautam

Junior Strategist: Karl Blevins

Associate Director, Communications Planning: Natalie Gomez

Jr. Communications Planner: Hailey Kim

Social Community Manager: Camille Buensuceso

Associate Business Affairs Director: Yenia Paez

Senior Business Affairs Manager: Shay Davis

Senior Business Affairs Manager: Sheila Barrand

Associate Business Affairs Manager: Eve Traylor

Managing Director, Broadcast Production: Paul Albanese

Executive Producer: Rob Sondik

Managing Director, Integrated Production: Peter Bassett

Digital Producer: Allison Minton

Senior Developer: Mariano Echegoyen

Senior Developer: Rudy Perez

Executive Art Producer: Cara Nieto

Senior Art Producer: Nikki O’Toole

Senior Print Producer: Lisa Stevens

Print Producer: Ariadna Vazquez

Associate Director of Project Management: Genie Lara

Project Manager: Anna Carnochan

Project Manager: Kristina Vargas

Managing Director: Robin Osborne

Account Director: Lisa Wong

Management Supervisor: Pat Ryan

Account Coordinator: Matt Arias

Production Company: Spinach

Managing Director/Executive Producer: Adam Bright

Executive Producer: Jonathan Carpio

Director: Alex Grossman

TikTok Director: Josh Miller

Director of Photography: Rob Hauer

Stills Photographer: Todd Westphal

Line Producer: Vincent Terrazzino

Editorial House: Spinach

Executive Producer: Jonathan Carpio

Post Producer: Cristy Torres

Editor: Adam Bright

Assistant Editor: Marshall Thompson

Visual Effects: Spinach

Managing Director/Executive Producer: Adam Bright

Flame Lead: Christopher Moore

Producer: Ian Dawson

Jollibee Foods Corporation

Chief Marketing Officer: Dondi Gomez

Honeybee Foods Corporation

Business Group Head: Maribeth Dela Cruz

SVP & Marketing Head: Luis Velasco

Marketing Director: Nick Bedell

Marketing Manager: Dianne Yorro

VP R&D: Joy Cruz

R&D Manager: Aileen Fernandez

Genres: Comedy

Categories: Retail and Restaurants , Fast food

David & Goliath, Wed, 15 Sep 2021 10:56:54 GMT