MANILA, PHILIPPINES – In the Philippines, convenience isn’t just a perk — it’s an expectation. Food-ordering platforms have become central to how Filipinos dine — offering not only convenience but also control and personalized promos.
While the pandemic may have accelerated this trend, the behavior has proven sticky. A 2023 Statista report revealed that over 60% of Filipino internet users regularly used food delivery platforms, reflecting a sustained shift in consumer habits. This shift has also changed how consumers perceive value.
As digital behaviors evolve, so do consumer expectations — and legacy brands like Jollibee are adapting fast. With its all-new delivery app, the iconic Filipino fast food chain isn’t just enhancing functionality — it’s redefining what easy and crave-worthy means for a mobile-first generation.
Launched at Whitespace Manila on July 28, 2025, Jollibee introduced its all-new delivery app with the “We Deliver Joy” campaign, answering Filipinos’ growing craving for the brand’s signature food items with convenience, anytime and anywhere.
Redesigned for convenience
Jollibee’s all-new delivery app ushers in a smarter and more joyful way to order everyone’s favorite comfort food. With a sleek, modern interface and a user journey designed around real customer behavior, the app is now more intuitive and easier to navigate — making it effortless to satisfy cravings anytime, anywhere.
In just few easy steps — demonstrated by Jollibee’s newest ambassadors, Brent Manalo and Mika Salamanca — users can order their Jollibee favorites, locate the nearest store, and even choose self pick-up for added flexibility. More than just convenience, the app consolidates the entire ordering experience into a single platform, offering the lowest prices across all digital Jollibee channels, including exclusive online deals not available elsewhere.
To mark the relaunch, Jollibee rolled out limited-time promos like free delivery, free Chickenjoy Super Meal, and free Peach Mango Pie vouchers — giving fans more reasons to try the upgraded experience. But the innovation doesn’t stop there.
In a playful twist, Jollibee teased the arrival of “Joy Run,” an in-app mini game where users can play to earn rewards, further gamifying the customer journey and adding a layer of engagement that’s uniquely Jollibee.
“The all-new Jollibee App was designed with our customers’ needs and lifestyles in mind. We know they value convenience and great deals, so we made sure the app delivers exactly that, plus the fun and joy Jollibee is known for,” shared Charisse Sumulong, Jollibee’s Marketing Director for Digital Commerce & Loyalty, in an exclusive interview with adobo Magazine.
By fusing seamless technology with signature brand warmth, Jollibee isn’t just updating its app — it’s reimagining how joy is delivered in the digital age.
How Joy was delivered
When it came time to reintroduce the Jollibee Delivery App to a digital-first audience, the fast food giant turned to a trusted creative ally — award-winning Filipino agency GIGIL. For Charisse, GIGIL was the natural choice.
“They have been our agency partners for a long time now,” she shared, adding that this enduring relationship has built deep confidence in the agency’s ability to bring fresh, creative energy to Jollibee’s evolving story.
At the heart of the relaunch was the We Deliver Joy film — a short but powerful piece that blends GIGIL’s signature wit with the iconic warmth and nostalgia Jollibee has been known for across generations. It’s more than just a showcase for a revamped delivery service — it’s a reaffirmation of what the brand has always delivered beyond meals: meaningful moments, emotional connection, and a uniquely Filipino sense of joy.
Collaborating with a heritage brand like Jollibee requires a thoughtful balance of creativity and consistency — elevating the brand while staying true to its soul. For GIGIL, this wasn’t a challenge, but a creative opportunity.
“We’re really grateful that they allowed us to still think of ideas that would go against the norm,” shared GIGIL Group Account Director Beverly Lubid in an exclusive interview with adobo Magazine. “Because that’s really why we value the partnership. They still allow us to be creative, yet still observe the Filipino values that Jollibee has continued to uphold in the past years.”
In many ways, We Deliver Joy is a product of trust — of a brand that knows when to evolve and an agency that knows how to translate heritage into relevance. In a market where convenience reigns and loyalty is earned through emotion, the campaign delivers a timely reminder: that joy, when made accessible and personal, is still the most powerful thing you can deliver.
