With Burgersteak as the primary driver, the one-month campaign aims to further drive the brand as the top-of-mind destination when it comes to rice meals. It is targeted at young working adults who always seek value in their purchases, based on the insight that when consumers have a favorite, they find themselves using it over and over again.
The campaign was launched on 2 January, with the primary medium being television, as well as applications on print, radio and Facebook. The media agency is UM.
Tats Cruz, senior executive officer, client business at Publicis Jimenezbasic said the young working adults are practical and budget conscious individuals who always want to be satisfied with filling and delicious rice meals that are priced reasonably. "There is no compromising in the delicious taste of their food choices, just because they are on a budget."
Featuring Filipino-American actor Gerald Anderson, the TVC shows a very busy young man with a lot of activities such as dancing and karate. Nevertheless, he never forgets to visit Jollibee for his favorite Burgersteak.
"Gerald was used because of his wide following among the target. Using him was also seen as an opportunity to show bigness in a fresh execution for the start of the year," Cruz added.
Credits
Client Jollibee
Agency Publicis Jimenezbasic
Creative director Ricky Gonzales
Art director Joel Eudela
Broadcast director Paul Suarez
Senior executive officer, client business Tats Cruz
Account director Christina Zamora
Production house Film Pabrika
Director Carlo Directo
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