A homegrown fast food chain bagged the “Best Connection to Culture” award in the country’s #BestofTweets 2020 Philippine Awards held Thursday.
Jollibee was recognized for its “#KwentongJollibee” Valentine Series this year by Twitter, for anchoring its campaign “to things people are passionate about.”
“Jollibee (@Jollibee) made sure to tug Filipinos’ heartstring on Valentines Day with their #KwentongJollibee Valentine Series, which featured several facets of how true love always triumphs in the end,” the microblogging platform said in a release.
“This refreshing take on incorporating brand messaging into moments appealed to many Filipinos especially to Jollibee’s young audience,” Twitter added.
“In fact, the video received a whopping 3.5M views, positive responses, and a legion of organic conversations initiated by audiences on Twitter around Valentine’s Day,” the platform further said.
Twitter noted that “latching onto cultural moments to lead conversations online is a clever move that brands implement their marketing outreach.”
The fast food chain was particularly recognized for “Kwentong Jollibee Valentines Series 2020: Space” which is the second video released under the campaign this year.
Directed by Sigrid Andrea Bernardo, the director of romantic-comedy film “Kita Kita,” the video features the breakup story of Dan before his girlfriend Mae let him go due to being “too clingy.”
The six-and-a-half-minute advertisement ends with the message: “True love is not looking for someone better. It’s seeing the best in The One.”
— Bestfriend Jollibee (@Jollibee) February 10, 2020
Jollibee in return dedicated the “Best Connection to Culture” Twitter award to the fans of the campaign.
“Thank you @TwitterPH for this recognition. We dedicate and share this award to all our #KwentongJollibee fans. Thanks for your support and for inspiring us to share your true stories to the world,” the fast food chain said with a smiling and a heart emoji.
The “Kwentong Jollibee: Valentine Series” is the company’s campaign that celebrates love through inspiring stories told in video advertisements with the help of McCann Worldgroup Philippines.