Belle Mariano headlines Jollibee's new affordability-focused Chickenjoy campaign

As consumers continue to prioritise value in their spending decisions, Jollibee is expanding its affordable meal offerings through the launch of Chickenjoy Sarap Savers, a new line under its flagship fried chicken brand.

The new offering combines the chain’s signature Chickenjoy fried chicken with complete meal combinations starting at 99 pesos (US$1.6), as the fast food giant looks to strengthen its appeal among increasingly budget-conscious Filipinos without compromising on taste or portion size.

To support the campaign, the brand tapped actress and longtime Chickenjoy ambassador Belle Mariano, with the campaign focusing on relatable daily moments where consumers seek satisfying yet affordable meals.

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Jollibee said the initiative forms part of its ongoing efforts to address evolving consumer needs, particularly the growing demand for meals that combine taste, generous servings, and affordability.

“At a time when people are being more careful with how they spend, we want to make sure they can still enjoy Chickenjoy in a meal that is filling and worth the price,” said Dorothy Ching, vice president for marketing at Jollibee Philippines. “Chickenjoy Sarap Savers give customers more practical choices without changing the taste they know and love. Totoong ang pinakamasarap, pinasulit pa (The tastiest now offers even better value).”

The launch reflects a broader shift in consumer behaviour across the Philippines, where affordability and perceived value have become increasingly important amid continued economic pressures. Rather than introducing an entirely new product, Jollibee is leveraging one of its strongest brand equities – Chickenjoy – and repositioning it through accessible meal bundles designed for everyday consumption.

Chickenjoy Sarap Savers are now available nationwide via dine-in, takeout, drive-thru, and delivery channels.

Previously, Jollibee also tapped Anne Curtis for its “Jollibee Chickenjoy: Masterfully made sarap” campaign, which spotlighted the craftsmanship behind Chickenjoy while reinforcing the brand’s cultural significance among Filipinos. The campaign also highlighted Chickenjoy’s recognition as a well-known mark by the Philippine Intellectual Property Office in 2025.

The campaign underscored how Chickenjoy has evolved beyond a menu item into a cultural touchpoint tied to family gatherings, celebrations, and everyday moments, as Jollibee continued strengthening the emotional connection between the brand and Filipino consumers.

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