Jollibee, the flagship brand of Asia’s biggest fast food company, home of the ‘Chickenjoy’ and dubbed the “wackiest, jolliest place on earth” by the late US celebrity chef Anthony Bourdain, was opening its first ever UK restaurant on the 20th October in Earl’s Court.
We were tasked with bringing Jollibee to the UK, creating a positive impact within the local community and a buzz among both the business and investor community, and among fried chicken fans in London.
We hosted Jollibee senior executives in London for a four day media tour, kicking off with interviews and exclusives across influential business outlets such as Daily Telegraph, CNBC, Press Association, BBC Radio 4 Today Programme, Reuters and full pages in the Evening Standard and Financial Times, as well as trade titles such as The Caterer.
Consumer coverage was vast, with multiple preview, news and review pieces across titles like Metro, Hello, Londonist, Time Out, The Independent, The Sun and beyond.
Coverage was generated through various carefully planned pieces of video content and media activities, including live on-air reviews of favourite dishes resulting in a national radio presenter declaring the fried chicken as “fabulous” and “better than you know who”.
As part of our brief, we developed and delivered three top quality events for the brand:
>> A ‘Jolli Good Fun’ community day for the local Family Action charity we identified
>> A media event in the store for UK journalists, Filipino media, government personnel and Jollibee VIPs, followed by a consumer media and influencer lunch
>> Plus the grand opening day which saw thousands of hungry fans queue up for up to 17 hours to taste the famous Chickenjoy!
In total we generated more than 198 pieces of coverage with 100% positive sentiment throughout, hosted more than 16 journalists across our events and helped Jollibee arrive in fantastic style on the UK’s quick service scene.
"This was the best new country launch we’ve ever done. The whole programme was seamless, with a world class team and precision execution.
"The quality of the coverage and reach has far surpassed our expectations and we’ll be adopting a lot of what the team delivered and developed as best practice for upcoming new territory launches."
Edward Arandia - Marketing Director, Jollibee