Jollibee is starting 2026 by taking fans “behind the bucket” with its newest campaign, “Jollibee Chickenjoy: Masterfully Made Sarap.” While we all know the taste, this campaign pulls back the curtain on the meticulous craft that goes into every single piece—from the precise marination and seasoning to the signature breading and high-heat frying.
The campaign features long-time ambassador Anne Curtis, whose own career famously began after she was discovered eating Chickenjoy at a Jollibee store years ago. This new creative highlights that while Chickenjoy is a staple of Filipino celebrations and everyday meals, its consistent quality is the result of a rigorous process designed to deliver that “crispylicious and juicylicious” experience every time.
“We take pride in every step of its preparation because we know how much it means to our customers. Every piece carries that same flavor and happiness that people have loved for generations.” — Dorothy Dee-Ching, VP for Marketing, Jollibee Philippines
Adding to its legendary status, Chickenjoy was officially recognized as a Well-Known Mark by the Philippine Intellectual Property Office (IPOPHL) in 2025. This prestigious legal status puts it in the same league as top global icons, offering enhanced protection for the brand both in the Philippines and abroad.
| Preparation Step | The Result |
| Meticulous Marination | Deep, savory flavor that reaches the bone. |
| Signature Seasoning | The unmistakable “Jollibee” taste profile. |
| Precision Breading | That iconic, thick, and ultra-crispy skin. |
| High-Temp Frying | Locks in the moisture for “juicylicious” meat. |
| Well-Known Mark | A 2025 legal certification of global excellence. |
