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, a promotional dining program in partnership with UniPin, bundles select meals with GameJoy Credits Mystery Cards that can 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 offers educational storybooks that promote core Filipino values such as honesty, respect, generosity, responsibility, and environmental stewardship. Each meal package includes food, a storybook, an activity sheet, and a reward sticker, with a portion of proceeds helping fund classroom construction nationwide.
