Jollibee: Eats. More Fun in the Philippines.

Cristina Buenaventura, Benedict Santiago, Andi Olbés

The Philippines Department of Tourism partnered with fast-food chain Jollibee to create a social media campaign to persuade the world of the merits of Filipino food and attract more travellers to the country.

Campaign details

Brand: JollibeeBrand owner: Jollibee Foods CorporationAgency: BBDO GuerreroMarket: PhilippinesIndustries: Restaurants & takeawaysMedia channels: Online video, Social media, TelevisionBudget: Up to 500k

Executive summary

Ever since the launch of the Philippines' most famous, and still-running, tourism campaign, It's More Fun in the Philippines, the country has prided itself on being the place where everything is fun, even its food.

Cheekily named after this popular campaign, Eats More Fun in the Philippines, served up by the Philippines Department of Tourism in partnership with fast-food chain Jollibee, presented...

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