Jollibee’s entry into the chicken sandwich war seems destined. After all, its most famous product is Chickenjoy, hand-breaded fried chicken cooked in a secret marinade and served with a side of sauce. Still, it’s entering the fray long after other chains updated their chicken sandwich offerings after the Popeyes Chicken Sandwich debut in 2019.
Luis Velasco, senior vice president and head of marketing at Jollibee Foods Corporation North America, says the new Chickenwich and its campaign follow more than a year of research and pilot testing.
“We focused our recipe on two key benefits that the consumer said they looked for, namely crisp and juicy,” he says.
The new offer consists of a hand-breaded double fillet covered with umami mayo, served on a toasted brioche bun. There’s also a spicy offering, served with sriracha mayonnaise and fresh jalapenos.
Jollibee’s larger brand platform is centered around the idea of ’Joy’. When the company announced its partnership with David & Goliath in March, it launched a new US brand campaign, “Joy Served Daily”. The publicity anthem showed its employees singing in the style of a Disney movie as they prepared and served customers entering the store. The ad captured the joyful spirit of its employees to illustrate how “happy people make happy food”.
Joy also comes from the experience of the food itself, says Velasco.