'Buo ang saya ng Pasko': Jollibee champions evolving forms of togetherness this Christmas

Jollibee has unveiled its 2025 Christmas campaign, releasing a heartfelt film that spotlights the evolving ways Filipinos experience togetherness during the holidays. “Buo ang saya ng Pasko” (The joy of Christmas is complete) places the beloved fast-food brand at the centre of modern family dynamics - reflecting how connection endures even as family structures diversify.

Christmas remains the brand’s strongest storytelling territory, but this year Jollibee expands its narrative lens. With more Filipinos working away from home, missing reunions due to shift work, or forming non-traditional households, the film embraces multiple expressions of family joy.

Across the campaign, viewers see a nurse celebrating with fellow hospital staff during a night shift, workers sharing warmth and laughter on duty, a couple treating their pets as family, a mother and daughter bonding over a simple meal, and a large clan reconnecting across generations. Each vignette is anchored in a universal sentiment: family is not defined by structure, but by shared love and presence.

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“Jollibee has always put family at the heart of Christmas, but we know times have changed. By embracing different versions of what family means to Filipinos, we want to bring back joy into the season for everyone. Because no matter where we are or who we celebrate with, as long as we’re together and there’s Jollibee to share, Buo ang saya ng Pasko - The joy of Christmas is complete,” said Dorothy Dee-Ching, VP and head of marketing at Jollibee Philippines.

The campaign was developed with Forsman & Bodenfors Singapore, which was tasked with reframing Jollibee’s Christmas narrative for contemporary Filipino culture.

“We wanted to capture the celebration of togetherness in all its forms: family, friends, (even some furry ones!) and anyone who becomes family along the way. It’s in the simplest things like sharing stories, laughter and a meal around the table that evokes the feeling of a truly Filipino Christmas,” Adrian Ortiz, group client director at Forsman & Bodenfors Singapore, said.

Firrdaus Yusoff, executive creative director at the agency, added: “To work with an iconic brand like Jollibee makes us all feel like a kid on Christmas morning. We have enjoyed every moment and felt like a true partner through the process. It’s safe to say the Jollibee joy is contagious.”

To deepen emotional resonance, the agency also commissioned an original soundtrack. Its lyrics highlight the small moments that define Filipino holiday warmth - “Sa mga ngiting pumapawi ng pagod, sa mga pagsasamang pinasarap ng panahon, tunay ang ligaya basta't tayo'y magkakasama.” (“In the smiles that wipe away tiredness, with bonds that grow deeper through time, true happiness is felt when we’re together.”)

The film launched nationwide on 16 November and forms the centrepiece of a two-month integrated push spanning KOL activations, in-store promotions, PR, social, DM, and community-driven UGC.

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