Jollibee: Chickenjoy, Delivery, Chilli Chicken & Spaghetti

CHICKENJOY: THE CRUNCH THAT SPARKS JOY

The brief: bring out the multi-sensory crispiness of Jollibee's hero product, Chickenjoy, in one single communication. It had to look, sound, feel and taste crispier than any other. Graphics and sound were the obvious space to explore, but we also needed an emotional connection that lets people actually feel what we say.

The insight: have you ever bitten into something so crispy that the person next to you asked what you were eating? With crispiness, the sound makes an even greater impact than the visual. So we turned that sound into something positive and bright that sparks the joy we all feel when eating good food: "Ngon giòn rụm, bừng vị vui" (Crispy crunch, bursting with joy). After the new thematic commercial launched, Jollibee significantly increased store traffic across Vietnam.

DELIVERY, CHILLI CHICKEN & JOLLY SPAGHETTI

For Jollibee Express Delivery, the idea "Bring the whole Jollibee store to you" answered the worry that delivered food is never as good as in-store: crispy every time, fun everywhere.

For Chilli Chicken, "Spicy-bomb Chicken" turned the sweet-and-spicy taste into a burst of mood-lifting excitement. For Jolly Spaghetti, "A symphony of flavour" used the shadows of noodles to form a musical score: sauce and noodles in harmony.