David&Goliath Spreads Joy with Jollibee in Latest Campaign
Jollibee, the global restaurant brand twice-crowned “best fast-food fried chicken in America” by USA TODAY and just recognized as an industry "Disrupter" on the prestigious 2026 TIME100 Most Influential Companies list, dished out something special in honor of the happiest day on the calendar: National Day of Joy (June 24).
That morning, Jollibee Rewards members with the word “Joy” in their first name, last name, or registered email address received a surprise alert revealing that 800 reward points have been instantly credited to their accounts. With these points, lucky members have the freedom to choose any offer in the loyalty points store, including signature menu items like the brand’s crispy and juicy Chicken Sandwich, legendary Peach Mango Pie, or its selection of savory sides.
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With over 6,000 "Joys" in the Jollibee Rewards database, the beloved brand gave away a staggering total of over 5 million points in a single day.
At its heart, this celebration is the ultimate expression of Jollibee’s unique core offering. From its very first store to its now-massive global footprint, Jollibee has operated under a singular, powerful mission: to spread the joy of eating to everyone. By celebrating those who literally carry "Joy" in their names on this National Day of Joy, Jollibee is bringing its founding purpose to life in a tangible, delicious way—proving that joy isn't just something it serves, but a feeling that the beloved brand actively shares with its growing community.
"At Jollibee, spreading joy through our great-tasting food and friendly service isn't just our mission, it is part of our DNA," said Luis Velasco, Senior Vice President and Marketing Head, Jollibee North America. "Following our recent recognition by TIME as a global industry disrupter and leader, we wanted to create an authentic ‘surprise and delight’ moment to celebrate our loyalty members named after our signature word. Giving away over 5 million points to thousands of our favorite 'Joys' across the country is just one more way that we are spreading the “joy of eating” among our superfans and bringing a smile to the table on this National Day of Joy."
For those who are not named Joy, Jollibee still has plenty of flavor and excitement in store. As Jollibee continues to take the U.S. ‘by swarm’, fans are encouraged to follow along at @jollibeeusa on TikTok, @jollibeeus on Instagram and @jollibeeus on FaceBook to get updates on upcoming store openings, new product launches, and other exciting news and announcements. To unlock new and exciting deals and promotions, sign up for Jollibee Rewards, a free loyalty program tailor-made for the brand’s super fans.
CREDITS
Client: Jollibee
Agency: DAVID&GOLIATH
Founder & Creative Chairman: David Angelo
Chief Creative Officer: Ben Purcell
Creative Director: Andrea Vega
Creative Director: Ambrosio Ballon
Chief Strategy Officer: Brendan Robertson
Group Strategy Director: Natalie Rodriguez
Executive Director, Strategic Communications: Luke Hughes
Group Account Director: Molly Mejia
Account Director: Gema Zywiciel
Account Executive: Joby Levitt
Director of Business Affairs: Quynh-An Phan
Senior Business Affairs Manager: Kristina Van
Chief of Integration: Amy Chiang
Project Manager: Natalie Chaparyan
