Campaign Spotlight

Campaign Spotlight: Jollibee teams up with PublicisJimenez Basic for #SafeSarapSayaSaJollibee Christmas safety video

MANILA, PHILIPPINES — Jollibee, together with its creative agency PublicisJimenez Basic, released a new Christmas-themed safety video just in time for Christmas. Titled Safe, Sarap, Saya ang Pasko sa Jollibee, the joyful and vibrant video shows the lengths to which the number one fast-food chain in the Philippines will take to ensure that customers can safely enjoy their favorite meals with family and friends this holiday season.



“We know how much Filipinos love being together and bonding over good food especially during the holidays. As restrictions ease and more stores reopen for dine-in, Jollibee continues to adhere to strict safety standards to provide Filipino families a worry-free way to celebrate Christmas,” said Arline Adeva, Jollibee Philippines Assistant Vice President and Head of Brand PR, Engagement, and Digital Marketing.

Set to a refreshed version of the jingle used in Jollibee’s Christmas ad from 2011, the feel-good video exhibits the safety protocols that Jollibee has in place from the moment customers enter the store or when they enjoy their favorite menu items in the company of their loved ones. Scenes of safety protocols are interspersed with vignettes of how different customers chose to celebrate the most wonderful time of the year with Jollibee—in-store with their friends, chilling at home while wearing matching Christmas outfits, and at a family dinner filled with fun stories and laughter.

“Nothing is more important this Christmas than to be amongst loved ones and ever importantly to be safe and protected. Jollibee has taken great care to spread the message of safety and joy, and the team and I definitely felt the same as we were working on this campaign,” said Director Adrian Calumpang who is also behind some of Jollibee’s recent TVCs.

Beyond following the health and safety protocols like proper social distancing, regular and frequent disinfection, contactless transactions, and putting safety seals on product packaging, Jollibee also has vaccinated store teams who prepare, serve, and deliver food to customers. The video also highlights how store teams continue to provide quality service with a smile, albeit behind a face mask.

“After all the special occasions families have spent apart, this season is something we’ve been looking forward to. As an icon of joy, Jollibee knows the importance of this new normal celebration, and it is only right to assure everyone that it’s going to be safe and merry as families and friends catch up over their favorite Jollibee meals,” said Jofer Mijares, Creative Director, PublicisJimenez Basic.

Watch Jollibee’s newest safety ad on the official Jollibee Facebook page and on Jollibee Philippines YouTube channel, and join the conversation online by using the hashtag #SafeSarapSayaSaJollibee.

Creative Credits

Agency: PublicisJimenez Basic


Tats Cruz – Head of Agency / Managing Director

Hana Lauraya – Group Account Director

Tina Bucog – Account Supervisor


Trixie Diyco – Executive Creative Director

Jofer Mijares – Creative Director

Kara Quiambao – Associate Creative Director

Carlos Quimpo – Art Director

Nikka Domingo – Art Director

Production Partners:

Adrian Calumpang – Director

Fran Ocampo – Executive Producer, Provill Studios

Syd Alcala – Producer, Just Add Water

Green Room Digital – Post-production house

Hit Productions – Audio house

Owen Mariano – Talent caster

Client: Jollibee

Francis Flores – JFC Country Marketing Head and Jollibee PH Marketing Head

Arline Adeva – AVP and Head of Brand PR, Engagement and Digital Marketing

Dennis Reyes – Senior Brand PR and Communications Manager

Elise Maog – Brand PR and Communications Officer

Partner with adobo Magazine

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