Selling a Pinoy megabrand

Where the Jollibee mascot, there also are the children. Babies kiss him. Children hug whatever part of his body they can reach.

"The mascot embodies goodness. He is a friend even though he can’t speak. This is one of the cultural differences between the Jollibee mascot and Ronald McDonald," said McCann Erickson Phils. chief executive officer Emily Abrera.

McCann is one of two advertising agencies of Jollibee Foods Corp.

"McCann handles new markets while Basic handles heritage. McCann pitched for corporate communications, which covers everything but the product itself," said JFC vice-president for marketing Carolina Inez Reyes. Aside from getting half of the business of the anchor brand, McCann also handles the entire advertising requirement of JFC subsidiary, Greenwich Pizza Corp.

One message

Although themes and promotions have changed through the years, JFC’s corporate message has remained consistent with the message it sends to its number one customer, the children.

"The Tan family, who are the majority owners of JFC, are impassioned about building family values that lead to excellence. It is important to them that the company should promote good values," said Abrera.

In a way, JFC president Tony Caktiong has shown how excellence can be achieved in the marketplace. In the span of 25 years, he has nurtured the company into one of the country’s most profitable companies and has transformed the Jollibee brand into one of the few local megabrands.

"JFC’s success is something we can be proud of as Filipinos. It’s like a flag we should wave because it shows that Philippine companies are competent. Such success, in turn, requires responsibility and a giving back to the community," said Abrera.

Based on the monthly consumer survey conducted by the company, the increased perception of JFC as a partner in value building is directly proportional to the company’s values message.

"We’ve realize that we can be a society-builder, a co-parent. Our advertising helps to deepen the relationship of our customers with the brand. One parent-customer said it best when she said, ‘Malapit ako sa kaniya’. We have become the treat of the week for Filipino families, who feel safe in our stores. They see our stores as their second home," said Reyes.

"For many families, JFC fills a physical and emotional need. That it is a fast food chain is secondary," said Abrera.

Working it

Looking ahead, much of the work is in staying at the top of the food chain as competitors try to "do a Jollibee."

"For a megabrand like JFC, promotions and corporate advertising become even more important. You have to come up with new stuff at point of purchase. You have to have new activities inside the stores. You have to continuously delight the customer not just with new products being sold over the counter but also with the total experience of being in the store," said Abrera.

At the close of business every day, the twin challenges of growing revenues and the brand are assessed. Both are doing well.