Leading fast-food chain Jollibee Philippines continues to harness AI, technology, data, creativity, and consumer insights to create meaningful experiences for Filipinos. With recent campaigns demonstrating how combining these can shape engaging customer experiences and business impact.
This strategy led to the brand being named Advertiser of the Year at the SMARTIES™ Philippines 2026 Awards, taking home a total of 10 awards across categories recognizing innovation, creativity, technology, and consumer experience.
“Technology and data give us new ways to connect with our consumers, but the starting point will always be understanding them. We want to use innovation not simply to create something new, but to create experiences that are relevant, meaningful, and distinctly Filipino,” said Dorothy Ching, vice president for marketing of Jollibee Philippines.
Jollibee’s wins were led by GameJoy, which received Best in Show, the highest distinction at the awards. The campaign also won Gold in Design/Customer/User Experience and New Product and/or Service Launch/Relaunch, Silver in Retail Media/O2O Excellence, and Bronze in Advanced Technologies Marketing.
Chicken Wars Postcode by Postcode earned two Gold awards in AI-Powered Data Insights/Contextual Marketing and Advanced Technologies Marketing. Meanwhile, Burger Steak AI that Predicts Advertising won Gold in Innovative Use of AI in Advertising, while Buo Ang Saya Ng Pasko received Bronze in Diversity and Inclusive Excellence.
The 10-award haul underscores Jollibee Philippines’ commitment to combining technology and data with creativity and consumer understanding to develop marketing initiatives that resonate with Filipinos.
Organized by the Marketing + Media Alliance (MMA), the SMARTIES Philippines Awards recognize marketing campaigns for their creativity, innovation, and measurable business impact. The awards are part of the global SMARTIES program.
