Jollibee scores double victory at PR Awards Asia-Pacific
Jollibee Philippines earned gold and bronze honors at the 25th PR Awards Asia-Pacific for campaigns recognized in the Esports/Gaming and PR Event categories.
The brand was awarded Gold for its “Jollibee GameJoy Combos” campaign under the Esports/Gaming category for integrating gaming culture into its engagement strategy to reach younger audiences. The initiative was a promotional dining program in partnership with UniPin that bundled select meals with GameJoy Credits Mystery Cards, which could be redeemed as in-game credits across thousands of online titles, linking food purchases with gaming rewards.
It also received a Bronze award in the PR Event category for “Reimagining Mealtime as a National Literacy Movement” through Jollibee’s Kids Values Meals initiative in partnership with Adarna House. The program offered educational storybooks that promoted core Filipino values such as honesty, respect, generosity, responsibility, and environmental stewardship. Each meal package included food, a storybook, an activity sheet, and a reward sticker, while a portion of the proceeds helped fund classroom construction projects nationwide.
The PR Awards Asia-Pacific, organized by Campaign Asia-Pacific, is a regional industry program that recognizes communications campaigns, agencies, and professionals across the region.
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