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Creative Brand Strategy

BBH takes the tech route to launch Jollibee chick’nwich


By Amit Bapna, Editor-at-large

December 16, 2021 | 3 min read

It is not often that food advertising and tech-narrative come together. Jollibee, the largest fast-food chain brand in the Philippines, has taken the quirky route to launch its latest innovation Chick’nwich – a deliberate departure from a classic food product story.

BBH Singapore's innovative launch recipe for Jollibee Philippines

BBH Singapore's innovative launch recipe for Jollibee Philippines

The film conceptualized by BBH Singapore takes the cues of a tech product launch and layers them on the chicken sandwich recipe.

Jollibee, founded in 1978, has been a dominant player in the Philippines market, famous for its signature dishes like Chickenjoy, Yumburger and Jolly Spaghetti. It has also moved beyond the home market having launched over 290 branches across the United States, Canada, Hong Kong, Vietnam, Singapore, Italy, and the United Kingdom, among other markets.

Launch film:

The Chick’nwich is being touted as the biggest chicken innovation Jollibee has launched - next only to the Chickenjoy which is its most famous offering - since the brand first opened its doors in the 1970s.

To stand out and change the way people think about the entire chicken sandwich category, the brand team and the creative agency decided to follow the tech product launch playbook. The ‘product reveal’ film parody has been shot in Prague and directed by Louis Nieto of Stink Films.

The tech-innovation, i.e., Chick’nwich, has thus been positioned as not an ordinary chicken sandwich. It has been depicted as comprising of an ultra-large chicken display, spatial surround crunch, and other carefully assembled components, with a smooth brioche finish to top it off. Also included is a personal ‘hand-held’ device to satisfy the appetite for the ultimate upgrade in a chicken sandwich, that trumps the competition in both taste and ‘storage size’.

Explaining the idea, Sascha Kuntze, chief creative officer, BBH Singapore said: “In the world of product launch ads, no one does it like how the tech giants do.” The hype and excitement with a clear product focus was something we wanted to play on for this launch film, he added. Interestingly, this project follows the previously done ‘A Message from the Future’ campaign also conceptualized by BBH earlier this year.

According to the film’s director, Louis Nieto, “Pushing beyond the territory of food, the idea was to creatively portray the Chick’nwich as something innovative like no other – like a highly anticipated flagship release from our favourite tech brands.”

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