Kwentong Jollibee

Kwentong Jollibee
AgencyMcCann Philippines
ClientJollibee Group
MarketPhilippines
LanguageFilipino
MediaWeb series
Running time5 minutes (average)
Product
Release date(s)February 19, 2016 (2016-02-19) – May 11, 2024 (2024-05-11)

Kwentong Jollibee (English: Jollibee Stories) is a series of short films released to promote Jollibee.

Created by advertising agency, McCann Philippines for Jollibee, the videos were released on Facebook and the Jollibee Studios YouTube channel. The first episodes were released on February 14, 2016 with the last episode released on May 2024.

Background

Kwentong Jollibee is a series of short films produced to promote the flagship brand of Jollibee Foods Corporation (JFC), the fast food chain Jollibee. It was produced by ad agency McCann Philippines as part of Jollibee's digital advertising campaign.[1]

The videos are presented as being "inspired by a true story" and center around mundane Filipino life situations. They also do not focus on explicitly promoting a product like typical television commercials. Videos are released sporadically, typically during special occasions such as Valentine's Day, Mother's Day, Mother's Day, Father's Day, Grandparents' Day, and Christmas.[1][2]

Release

Videos are made available in Facebook and Jollibee Studios, Jollibee's YouTube Channel.[3][4] This platform also hosts the Petsa de Peligro (2017) and One True Pair (2018).[5]

The Kwentong Jollibee videos are longer than conventional television commercials (TVCs) having an average length of five minutes.[1] Francis Flores, the Chief Marketing Officer for JFC's Global Office noted that YouTube allows for "more liberty to tell the story in full" in comparison to traditional media.[6]

The first four episodes of Kwentong Jollibee was released on February 19, 2016.[2][7][8]

Reception

Some episodes of Kwentong Jollibee was reportedly among the top ten most viewed videos in the Philippines on YouTube. The September 2017 episode "Kahera" reportedly ranked eight in April 2017.[6] "Crush" was the seventh most viewed video from January to June 2017. It was attributed to the quadruple increase of Jollibee's Yum hamburger sales as of July 2017.[9]

"Crush" was included in Branding Asia's World's Top 50 Ads List of 2017 with Jollibee only the Philippine brand on the roster.[10]

Jollibee received various awards for the Kwentong Jollibee at the 2018 Public Relations Society of the Philippines and the 2018 APAC Effie Awards in Singapore.[10]

Accolades

Year Awards Category Recipient Result Ref.
2018 APAC Effie Awards Asia Pacific Brands "Valentine's Joy for the Heartbroken" series Gold [10][11]
Social Media Marketing Gold
Restaurants Silver
Seasonal Marketing Bronze
Small Budget – Products Bronze
Anvil Awards — Kwentong Jollibee Platinum [10]
— Gold
Kidlat Awards — "Vow" Silver
Creative Guild of the Association of Accredited Advertising Agencies — Jollibee Valentine's Day Series Bronze
2025 Anvil Awards PR Programs – Best Use of Social Media "Share the Joy of Love: Valentine’s Day 2024" series Silver [12]
PR Programs – Best Use of Social Media "Nanay ng Bayan" Silver

Episodes list

No.TitleDirected byOriginal release date [2]
1"Kwentong Jollibee (Jollibee Stories)"Ianco Dela CruzFebruary 19, 2016 (2016-02-19)
2"Jabee"Ianco Dela CruzFebruary 19, 2016 (2016-02-19)
3"Tagpuan (Meeting Place)"Ianco Dela CruzFebruary 19, 2016 (2016-02-19)
4"Almusal (Breakfast)"Ianco Dela CruzFebruary 19, 2016 (2016-02-19)
5"Mama's Girl"UnknownMay 16, 2016 (2016-05-16)
6"Entrance Exam"UnknownJune 18, 2016 (2016-06-18)
7"Kahera"
(lit. 'Cashier')		Ianco Dela Cruz[13]September 6, 2016 (2016-09-06)
8"Regalo"
(lit. 'Gift')		UnknownDecember 9, 2016 (2016-12-09)
9"Vow"Ianco Dela Cruz[14]February 9, 2017 (2017-02-09)
10"Date"UnknownFebruary 10, 2017 (2017-02-10)
11"Parangal (Tribute)"UnknownMay 9, 2017 (2017-05-09)
12"Powers"UnknownJune 10, 2017 (2017-06-10)
13"Apo (Grandchild)"Ianco Dela Cruz[14]September 3, 2017 (2017-09-03)
14"Homecoming"Joel Ruiz[15]February 1, 2018 (2018-02-01)
15"Status"Ianco Dela CruzFebruary 2, 2018 (2018-02-02)
16"Amor"
lit. 'Love'		UnknownMay 2, 2018 (2018-05-02)
17"Tess"UnknownMay 5, 2018 (2018-05-05)
18"Biyahe (Journey)"UnknownSeptember 5, 2018 (2018-09-05)
19"Best Friend"UnknownDecember 9, 2018 (2018-12-09)
20"Pamasko"
(lit. 'Christmas gift')		UnknownDecember 15, 2018 (2018-12-15)
21"Proposal"Joel Ruiz[15]February 4, 2019 (2019-02-04)
22"Schoolboy"UnknownMay 3, 2019 (2019-05-03)
23"First Love"UnknownJune 8, 2019 (2019-06-08)
24"Garapon (Jar)"UnknownSeptember 3, 2019 (2019-09-03)
25"#CoupleGoals"UnknownFebruary 1, 2020 (2020-02-01)
26"Space"UnknownFebruary 3, 2020 (2020-02-03)
27"Apart"UnknownFebruary 7, 2020 (2020-02-07)
28"Pasasalamat"
(lit. 'Tribute')		UnknownMay 9, 2020 (2020-05-09)
29"Salamat po Tay!"
(lit. 'Thank you dad!')		UnknownJune 20, 2020 (2020-06-20)
30"LDR"Antoinette Jadaone[16]February 4, 2021 (2021-02-04)
31"First Date"Pepe Diokno[16]February 8, 2021 (2021-02-08)
32"Hero"Ianco Dela Cruz[16]February 12, 2021 (2021-02-12)
33"Pangako (Promise)"UnknownMay 5, 2021 (2021-05-05)
34"Maestro"UnknownJune 16, 2021 (2021-06-16)
35"600 DAYS"UnknownFebruary 10, 2022 (2022-02-10)
36"Dream Guy"UnknownFebruary 14, 2022 (2022-02-14)
37"ILY"UnknownFebruary 19, 2022 (2022-02-19)
38"Hinga (Breathe)"UnknownMay 5, 2022 (2022-05-05)
39"Portraits"UnknownJune 18, 2022 (2022-06-18)
40"From Crewmates to Soulmates"UnknownFebruary 11, 2023 (2023-02-11)
41"Second Chance at First Love"UnknownFebruary 13, 2023 (2023-02-13)
42"Louder Than Words"UnknownMay 12, 2023 (2023-05-12)
43"30 Dates[8]"Paolo VillalunaFebruary 13, 2024 (2024-02-13)
44"To Love Again[8]"Paolo VillalunaFebruary 14, 2024 (2024-02-14)
45"Nanay ng Bayan"UnknownMay 11, 2024 (2024-05-11)

References

  1. ^ a b c De Chavez, Jeremy (2022). "Consumed by Affects: Kwentong Jollibee [Jollibee Stories], Happy Objects, and the Formation of Intimate Publics". Kritika Kultura. 38: 66–67.
  2. ^ a b c Milan, Sheryl T.; P. Gula, Louie (November 2023). "Ang Konseptong AIDA sa mga Kwentong Jollibee 2016-2022". International Journal of Multidisciplinary Educational Research and Innovation (in Filipino). 1 (4). doi:10.17613/beppb-w0107. ISSN 2980-4752. Retrieved July 18, 2025.
  3. ^ Wang, Nickie (February 12, 2022). "Kwentong Jollibee continues tradition with heartwarming short films". Manila Standard. Retrieved July 18, 2025.
  4. ^ "Campaign Spotlight: Kwentong Jollibee's short films define love with true, modern-day Pinoy stories". adobo Magazine. February 23, 2022. Retrieved July 18, 2025.
  5. ^ Amadora, Len (December 14, 2021). "This YouTube channel makes an entire generation fall in love". Manila Bulletin. Retrieved July 18, 2025.
  6. ^ a b "Twice is nice: Jollibee lands two entries in YouTube Ads Leaderboard for 2nd half of 2016". adobo Magazine Online. April 18, 2017. Retrieved July 18, 2025.
  7. ^ "Jollibee breaks 'Kuwentong Jollibee' record with viral Grandparents' Day ad from McCann Worldgroup Philippines". adobo Magazine. September 19, 2016. Retrieved July 18, 2025.
  8. ^ a b c Venus, Niña (February 13, 2024). "McCann Worldgroup Philippines launches latest instalment of Jollibee's #MyKwentongJollibee". Campaign Brief Asia. Retrieved July 18, 2025.
  9. ^ Tantiangco, Aya (July 28, 2017). "Yum! burger sales quadrupled because of viral 'Crush' ad —Jollibee exec". GMA News. Retrieved July 18, 2025.
  10. ^ a b c d "Kwentong Jollibee continues to win hearts, prestigious local, international advertising awards". Manila Standard. May 29, 2018. Retrieved July 18, 2025.
  11. ^ "News & Press - 2018 APAC Effie Award Winners Announced". Effie. Effie Worldwide, Inc. Retrieved July 18, 2025.
  12. ^ "Jollibee feted at 60th Anvil Awards for heartwarming stories, digital innovation". BusinessMirror. February 21, 2025. Retrieved July 18, 2025.
  13. ^ "adobo magazine's picks for adobo Ad of the Year 2016". adobo Magazine Online. July 13, 2017. Retrieved July 18, 2025.
  14. ^ a b "Campaign Spotlight: Kwentong Jollibee "Apo" by McCann Worldgroup Philippines shows gratitude to grandparents' selfless love". adobo Magazine Online. September 6, 2017. Retrieved July 18, 2025.
  15. ^ a b "Brand & Business: Behind #KwentongJollibee – Exclusive Interviews with its Returning Directors and Creators, and its Global Success". adobo Magazine Online. March 24, 2019. Retrieved July 18, 2025.
  16. ^ a b c Llemit, Kathleen. "Kwentong Jollibee's 2021 short films explore love in the time of COVID-19". The Philippine Star. Retrieved July 18, 2025.
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