Jollibee shines spotlight on the craft behind iconic Chickenjoy

For many Filipinos, Chickenjoy is more than just fried chicken. It is a taste of home, a source of comfort, and a shared experience across generations.

Jollibee, the country’s no. 1 quick service restaurant, is now putting the spotlight on the meticulous craft behind its signature fried chicken with the launch of its new campaign, “Jollibee Chickenjoy: Masterfully Made Sarap.” The campaign highlights the care taken at every step, from marination and seasoning to breading and frying, to deliver the crispiness, juiciness, and flavor that customers have come to expect.

“Chickenjoy is more than fried chicken to Filipinos. It’s part of family memories, celebrations, and everyday moments of joy,” said Dorothy Dee-Ching, Jollibee Philippines’ vice president for marketing. “We take pride in every step of its preparation because we know how much it means to our customers. Every piece carries that same flavor and happiness that people have loved for generations.”

Bringing this connection to life on screen, actress Anne Curtis, a long-time Jollibee ambassador, stars in the campaign. Her participation highlights the brand’s enduring bond with its audience and shows how Chickenjoy continues to be part of Filipinos’ many joyful moments.