Campaign Spotlight

Campaign Spotlight: Powerful Jollibee ad from Publicis Jimenez Basic shows importance of parent-child bonding during formative years

MANILA – Raising a child is one of the most rewarding jobs in the world and is especially critical during the child’s earliest life stages. A child’s relationship with their parents during their formative period, spanning from birth up to seven years old, helps shape their overall cognitive, social, emotional and physical development. The country’s #1 fast-food chain Jollibee asserts its advocacy of educating parents about the importance of parent-child bonding during their formative years.

This advocacy is validated by none other than globally renowned parenting and character formation expert Dr. Michele Borba, who recently visited the country to conduct her highly anticipated “Unselfie” talk at SM Aura and grace the Jollibee Pioneer branch to launch the brand’s advocacy. Her expert advice states: “The moments that parents share with kids during their formative years of one to seven years old is pivotal to how he or she will grow up to be, and I think that that needs to be written in every major billboard across every nation there is.”

In its recent online video, Jollibee compiles scenes of parents and their kids bonding over Jolly Spaghetti, and underlying these simple, uplifting moments is the deeper truth that quality time with family plays a significant role in a child’s formative years. Jollibee shares the powerful message that children who are exposed to and given love, care, happiness, affection, respect and generosity tend to naturally grow up giving the same blessings to others.


“The greatest question any nation can ask is ‘What kind of children do we hope to raise?’” Dr. Borba added. “I’m thrilled to see that ‘character and family values’ are featured in this wonderful ad of Jollibee. Strong character is what our children will need if they are to live in a peaceful world. This message gives me hope for the future—may we all heed those pieces of advice!”

The simplest of bonding moments can sometimes be the most memorable and impactful, and everyone’s favorite Jolly Spaghetti fosters family bonding that truly matters. Present in many childhoods in the country, Jolly Spaghetti has become a staple in every parent-child stepping stone because of its meaty, cheesy goodness bursting with uniquely sweet-sarap sauce which Filipinos can’t resist.

Head over to the nearest Jollibee branch today and treasure those simple moments with family over Jolly Spaghetti, ang ‘Sweet Saya na Di Malilimutan’. Available for dine-in, take-out, delivery and drive-thru transactions, Jolly Spaghetti is priced at P50.00*. For more information on your classic Jolly favorites, like Jollibee Philippines on Facebook ( and follow @Jollibee on Twitter and Instagram.

*Prices may vary across different locations.

Partner with adobo Magazine

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