Jollibee gets into the holiday spirit early with the launch of its iconic “Maaga ang Pasko” CSR campaign featuring a new star-studded jingle and regional expansion to celebrate its 20th year.
Maaga ang Pasko is known as the biggest & longest running toy and book collection drive in the Philippines, with a whopping 1.5 million toys and books collected given to over 300,000 beneficiaries to date.
The fast food giant is aiming for a record number of toys and donations this year with the theme “Ang pinakamaaga, pinakamahaba at pinakamasayang Pasko” (The earliest, longest and happiest Christmas).
Drumming up attention for the campaign is the new jingle featuring 20 celebrities, showing them in a montage of different pop-up carols and campaign launches in Manila, Pampanga and Laguna that they were part of in October.
Originally written and composed by Trina Belamide in 2005, the latest Maaga ang Pasko MTV features Sarah Geronimo, Aga Muhlach, Gary Valenciano, Nadine Lustre, Julia Barretto, Carmina Villaroel with husband Zoren and kids Mavy and Cassy, Christine Bersola-Babao, The Voice Kids Philippines top 4 finalists Lyca Garainod, Darren Espanto, Juan Karlos Labajo and Darlene Vibares; plus top collegiate heroes Kiefer Ravena, Arnold Van Opstal, Jerico Cruz, Mika Reyes, Princess Gaiser and Carmela Tunay.
A total of 20 gift caravans will be conducted in schools and orphanages nationwide in partnership with the Department of Social Welfare and Development (DSWD). In addition, the campaign this year will be expanded to include Jollibee Hongkong, Kuwait, Singapore and Vietnam.
At the heart of Maaga ang Pasko is its army Jolly Toy Scouts. These volunteers, now over 200,000 nationwide, either help collect, clean and distribute the toys and books donated to the campaign. They also clean and sort the toys and for the 2014 run, Jollibee picked Uniliver detergent brand Breeze as its official partner for the task. Other donation partners include Toy Kingdom, Goodwill Bookstore and Blink.