Propel Manila turns real comments into content for return of Jollibee’s Champ burger
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 together with Propel Manila they took inspiration from the same people who inspired this comeback: The loyal CHAMP fans.
They turned their fans 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.
Agency: Propel Manila
Client: Jollibee Foods
Account Director: Ish Abat
Account manager: Jem Orlina
Agency Producer: Barbie Leyba
Art Director: Miguel Paras
Business Director: AJ Marquez
Chief Creative Officer: Raymund Sison
Chief Executive Officer: JC Valenzuela
Composer: Thyro Alfaro
Copywriter: Joe Yuhico
Creative Director: Cookie Quevedo
Director: Marius Talampas
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
