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Jollibee Champ: Champ's Biggest Fans

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Jollibee is the number 1 fast-food chain in the Philippines. When it phased out its CHAMP burger, fans flooded social media with outpouring sentiments: unforgettable memories, declarations of love, and raving tributes. So when the brand decided to bring the CHAMP back, they knew they needed to excite the Filipinos. So they took inspiration from the same people who inspired this comeback: The loyal CHAMP fans. So they turned them into rockstars. And their tweets into lyrics. Stitched together to create an anthem that will welcome the CHAMP’s return.
The anthem was launched in a film, played by real CHAMP fans themselves.

Then they put the fans at the center of social, turning their comments into content. And most importantly, they celebrated the fans as the real faces of the brand, the real human influencers with real influence.
Credits Other credits

Francis Flores/ Chief Marketing Officer/ Jollibee Foods Corporation

Cathleen Capati/ AVP Marketing/ Jollibee Foods Corporation

Bea Tempongko/ Brand Manager/ Jollibee Foods Corporation

Isabella Parazo/ Assistant Brand Manager/ Jollibee Foods Corporation

Cat Triviño/ PR Manager/ Jollibee Foods Corporation

Earl Guico/ Digital Producer/ Propel Manila

Maxlee Merida/ Lead Data Analyst/ Propel Manila

Ishka Maranan/ Data Analyst/ Propel Manila

Rhona Vislenio/ Media Planning Director/ Group M

Alyssa Poyaoan/ Media Planner/ Group M

Beiai Torres/ Media Planner/ Group M

Denise Sarmiento/ Corporate Media Partner/ Group M

Lace Lacap/ Executive Producer/ Arcade Film Factory

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