Jollibee, Hepmil Philippines’ Collaboration Wins Big at the 60th Anvil Awards

Jollibee and Hepmil Philippines’ partnership has consistently generated impactful marketing initiatives. 

Generation Joy Fixed Creator Program, a collaboration between Jollibee and Hepmil Philippines, bagged the Silver Anvil Award for Best Use of Influencer Marketing at the 60th Anvil Awards. 

Held at The Manila Hotel’s Fiesta Pavilion, the 60th Anvil Awards showcased and celebrated the country’s most outstanding public relations campaigns.

Jollibee and Hepmil Philippines’ partnership, which began in 2023, has sought to deliver impactful marketing initiatives that highlight Jollibee’s commitment to meaningful and creative engagement with its audience. 

“This award is a testament to the collaborative efforts between Jollibee and its agency partners,” said Deputy General Manager of Hepmil Philippines Jel Directo. “We at Hepmil Philippines are proud to contribute to Jollibee’s mission of connecting with audiences through culturally relevant and innovative campaigns.”

Generation Joy Fixed Creator Program

For the Generation Joy Fixed Creator Program, Jollibee and Hepmil Philippines opted to leverage the power of influencer marketing in order to authentically connect with Gen Z and millennial audiences.

Featuring a roster of 20 top-tier content creators from lifestyle, food, and entertainment sectors, the Generation Joy Fixed Creator Program aimed to produce engaging and culturally resonant content. Selected creators are notable for their relatable storytelling, as well as creative executions that helped in the success of Jollibee’s campaigns. 

Though armed with creative freedom, these content creators ensured their content’s alignment with Jollibee’s messaging, which showcased the power of authentic, influencer-led storytelling in driving brand engagement and resonance with younger audiences.

Campaigns That Truly Resonate with Filipinos 

Through the years, Jollibee’s ability to celebrate Filipino culture and values has been apparent in its hugely successful marketing campaigns such as Generation Joy Fixed Creator Program. 

“The Generation Joy Fixed Creator Program is a reflection of Jollibee’s dedication to finding new and creative ways to connect with our audiences,” said Dennis Reyes, PR & Partnerships Head from Jollibee Philippines. 

Reyes added, “We thank our agency partner, Hepmil Philippines, as well as our talented creators that recognize the importance of innovation and collaboration in creating campaigns that truly resonate with Filipinos.”