Campaign SpotlightPress Release

Campaign Spotlight: Jollibee partners with Publicis JimenezBasic in #SafeatAlagaKa video

MANILA, PHILIPPINES — Jollibee, the country’s leading fast-food chain together with its creative agency, Publicis JimenezBasic, released a new and timely video entitled, “Safe at Alaga ka” as part of its safety campaign for the year. The feel-good and heartwarming video aims to showcase the brand’s efforts to ensure the welfare of its customers and its own store teams through enhanced safety protocols, extra care in food preparation and handling, and its warm and friendly customer service.

“These are uncertain times and we understand many of our loyal customers may feel apprehensive and extra careful about their health and safety, as they should, but we also want to assure them that we continue to put their safety as our top priority whether they order in-store, via drive-thru or through delivery,” says Jollibee Philippines Marketing Head Francis Flores.


The “Safe at Alaga ka” video, directed by Henry Frejas, shows the brand’s end-to-end commitment to safety from the moment they take an order, prepare and pack the food and to the moment it reaches their customers. Aside from strictly following safety protocols such as proper social distancing, frequent disinfection, putting on safety seals on product packaging, and contactless transactions, the video also puts the spotlight on its store teams and how they genuinely attend to and interact with every customer—serving them in a safe and efficient manner and with a smile, even as their faces are covered in the requisite face mask and face shield.

“From dine-in to take-out to drive-thru and delivery, Safe at Alaga ang lahat sa Jollibee. Safe at Alaga became the heart of the campaign. The agency team used this as a heart-warming narrative to show joy of service, the longing for a familiar comfort zone, and the extra mile from every Jollibee crew member to make everyone feel welcome and at home. It’s like reuniting with a friend or family at Jollibee,” said Jofer Mijares, Associate Creative Director, Publicis JimenezBasic.

While it was challenging to show joy behind the mask, the team realized, “if joy comes from the heart, it will show in your eyes and body language.”

“No mask can hide the joy that Jollibee gives,” added Diyco.

Director Henry Frejas explained that the “new take” on a commitment to safety video was all about heart and that “all I had to do is give it life.”

Set to the music of Rey Valera’s “Kamusta Ka” the video also shows how much the Jollibee store teams are missing its customers and can’t wait to welcome them as they normally would but knowing that times are changing, keeping everyone safe and healthy is the utmost priority.

“We dearly miss our customers who have been part of Jollibee’s brand journey since the beginning but despite the distance and restrictions we assure our customers that Alagang Jollibee continues to be there—warm, friendly, welcoming, and now, even more caring,” Flores said.

Since the Safe at Alaga Ka video was uploaded in the brand’s Facebook and YouTube pages last March 23, it has already garnered over 15 million views and thousands of shares (and counting).

Partner with adobo Magazine

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