The Business Problem

Jollibee grew globally through its strong customer orientation strategy, its unique yet creative marketing tactics, and bringing a successful new menu worldwide.

Now that they have established their presence throughout Asia, they want to bring their unique flavor and sweet joy to North America, strengthen their relationship with North American consumers, and give them the opportunity to try something new!

Jollibee needs to increase buzz and awareness with the larger North American audience.

The Consumer Problem

North Americans are used to their traditional fast foods that have come to represent the “all-american” lifestyle.

Insight & Strategy

The WingJoy: For sharing the joy of wings with others.

Why? Because People like to try new things.

Strategy: To position Jollibee as your wingman, supporter of your experiences that need more joy.