In any business, no matter how you slice it, the more effective your advertising is, the more successful you will be. The fast food indsutry is no different, and the people at Jollibee Philippines (the division in the Philippines, as opposed to Jollibee International) definitely know what theyre doing when it comes to advertising. They know their target audience very well: the traditional Filipino family, and it caters very well towards the typical family in the Philippines.
Keep it in the Family
Focusing on the cultural tradition of the importance of family values, they have made a concerted effort to make sure that Filipinos associate Jollibee with a wholesome family meal. Not so much wholesome in the nutritional sense (it is fast food overall), but wholesome meaning that feeling you get inside your heart when you watch a perfect nuclear family with two parents, one boy and one girl enjoy the deliciousness of ChickenJoy on TV. Jollibee is targeting two areas: both the pallete as well as the heart. As you watch the young boy excitedly bite into his Yumburger with his insatiable appetite and his mother looking on with a friendly smile as she has french fries in...
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