Jollibee’s Chicken Joy 2019

THE BRIEF

To bring out the multi-sensorial crispiness of Jollibee’s hero product Chickenjoy in one single communication. It must look, sound, feel and taste crispier than others. By performing well this key attribute in Vietnam market, Jollibee believes to acquire more frequent customers and also new trials.

KEY CHALLENGE

While it is obvious that graphic and sound are the big space for us to explore, we also need to figure out the emotional connection that make people can actually feel what we want to say.

KEY DRIVEN INSIGHT

Have you ever chewed something really crispy and it made a sound that the person next to you had to ask what are you eating?
We found out that in this crispiness subject, the sound even creates a greater impact than the visual.
We called that the crispiness sound, and it can either make people want to try, or make them really hate it.

THE SOLUTION

To transform that sound into something not only positive and bright but also sparkle the joy we all have when we’re eating good food.

IDEA: The crispiness that sparkles the joy ((Ngon giòn rụm, bừng vị vui)

THE RESULT

After launching the new thematic commercial in March 2019, Jollibee
significantly increased all stores traffic across Vietnam. We believed the crispiness has started to spread out, and more will coming soon.