MANILA, PHILIPPINES – Filipino creativity and excellence have always been a source of national pride — and no brand captures this better than Jollibee. More than just the home of the beloved Chickenjoy, Jollibee has become a true cultural icon, symbolizing the warmth, ingenuity, and world-class service that define the Filipino spirit around the world.
Launched on June 5, 2025, at Whitespace Manila in Makati City, Jollibee’s latest campaign “Bida Best, Bida Pinoy” comes at a fitting time — as the nation celebrates the iconic Filipino spirit during the Independence Day season.
Championing joy, Filipino pride
“Jollibee is more than just about food, it’s about celebrating joy,” Jollibee Philippines’ VP and Head of Marketing Dorothy Dee-Ching aptly said in an exclusive interview with adobo Magazine. “As a proudly local Filipino brand that has a global footprint, we really think it’s our role and responsibility to uplift the Filipino spirit and help tell the stories that will inspire the next generation.”
Jollibee unveiled its Bida Best, Bida Pinoy Ambassadors, a powerhouse lineup of Filipino icons who embody the very best of the Filipino spirit. Among them are Miss Universe 2015 Pia Wurtzbach-Jauncey, Olympic gold medalist Hidilyn Diaz, world champion gymnast Carlos Yulo, Asia’s top pole vaulter EJ Obiena, renowned astrophysicist Dr. Reina Reyes, international toy designer Quiccs Maiquez, World MLBB Champions SIBOL, and World Hip Hop champions UPeepz.
“We were intentional about choosing the right ambassadors who represent world-class Filipino excellence,” said Dorothy. “They’re not just achievers — they’re trailblazers, role models, and proud Filipinos.”
Searching for the Bida Best
To dive deeper into the creative process behind the campaign, adobo Magazine spoke with Publicis JimenezBasic Creative Director Carlos Quimpo.
Echoing Dorothy’s sentiments, Carlos emphasized the challenge of choosing ambassadors as they have to resonate deeply with the Filipino public. “It’s more than being good in your field. It’s being able to inspire everyone else,” Carlos said about what qualities they looked for in choosing the right ambassadors. While the list of qualified people is long, Carlos added that it was crucial for them to pick the right people to be the face of the campaign as they must also mirror what the brand is standing for, along with its values.
But beyond the campaign, “Bida Best, Bida Pinoy” not only highlights the inspiring journeys of its ambassadors, but also reflects Jollibee’s own story of grit, growth, and proudly Filipino excellence on the global stage.
This spirit is evident in Jollibee’s recent accolades as testaments to their Bida Best spirit. Recently, they have been named the Top Food Brand in Southeast Asia by Campaign Asia-Pacific for 2024; included in Time Magazine’s World’s Best Companies for both 2023 and 2024; and recognized as Brand Finance’s Most Valuable Brand in ASEAN in 2024.
Figures like Pia, EJ, Hidilyn, Carlos, and the rest of the Bida Best ambassadors represent more than just achievements — they embody transformation. Much like Jollibee, they started out simply trying to be the best in their field. But with unrelenting spirit and excellence, they rose from humble beginnings to become world-renowned icons.
