Jollibee Case Study
Jollibee
Joy, covered across Mindanao since 2017.
This Jollibee case study spans nine years of coverage of one of the country’s most loved brands, from store openings and festival parades to menu launches and community events, as well as the public results of each.
Numbers anyone can see.
Every figure in this Jollibee case study comes from the public counts on our Facebook page, YouTube channel and website, so you can check them yourself.
Totals of the public counts shown on the Project LUPAD Facebook posts and YouTube videos about Jollibee, from 2017 to October 2026. Platforms round large counts down, so actual totals are higher.
Every milestone, covered.
Initially, our coverage centered on a 2017 feature on the largest Jollibee in Cagayan de Oro. Since then, Project LUPAD has covered the moments that bring Jollibee closer to Mindanao, delivering each one to an audience of over a million followers.
When a new store opens, we cover the ribbon cutting, the crowd and the first day, often from the air. During festivals, our team follows Jollibee and friends along the parade route. Likewise, every menu launch gets content built to reach audiences on day one.
Altogether, that adds up to 27 Jollibee stories on our website alone. As a result, audiences across the region don’t just see these moments. Instead, they react, comment and share them with friends and family.
From one video to nine years of joy.
Here are the milestones in this Jollibee case study, year by year.
- 2017
The largest Jollibee in Cagayan de Oro
It was our first Jollibee feature, as well as one of our most viewed. Since then, the 4K video has passed 43,000 views on YouTube.
- 2018
Opening of Jollibee Masterson
Jollibee’s 138th store in Mindanao and 23rd in Cagayan de Oro, covered in video as well as photos. The video has since passed 29,000 views.
- 2019
Jollitown Theme Park and a gigantic Chickenjoy bucket
We covered the launch of Jollitown in Igpit, Opol, as well as one of the biggest Chickenjoy buckets in the Philippines.
- 2020
The first Jollibee in Camiguin Island
We followed it from construction to opening day, and then covered the Nabunturan drive-thru in Davao de Oro.
- 2021
Manolo Fortich drive-thru and the Choco Hazelnut Sundae
We covered the opening in Bukidnon, as well as menu launches like the Choco Hazelnut Sundae, which drew 20K shares.
- 2022
The Large Peach Mango Pie
The bigger Peach Mango Pie then became one of our biggest posts, with 11.2K reactions and 24K shares. That year, we also covered the El Salvador drive-thru in Misamis Oriental.
- 2023
Festival reels go big
Above all, our Jolly Higalaay Festival reel in Cagayan de Oro drew 20.3K reactions, and the Jolly Hermosa Festival reel in Zamboanga followed with 13.2K. That year, we also covered three branch openings.
- 2024
Our biggest year yet
Initially, the Crunchy Chicken Sandwich launch reached 50K shares in January. Later, the Chicken Nuggets launch in April became our biggest Jollibee post ever, with 32.5K reactions and 60K shares. The Iced Mocha and the bigger Chickenjoy followed, and we also celebrated 25 years of Jollibee Aguinaldo in Iligan.
- 2025
The Jollibee Kids Convention
Above all, over 1,000 kids joined Jollibee and friends at Limketkai Atrium in August, and we covered the whole day. We also filmed the Maramag store blessing, which drew 12K reactions, and the Diyandi Festival parade in Iligan.
- 2026
Kapatagan, Higalaay and a coastal clean-up
So far this year: a grand opening with fireworks in Kapatagan, the Higalaay Festival parade in Cagayan de Oro, and Jollibee volunteers at the International Coastal Clean-Up Day.
The posts people loved most.
In this Jollibee case study, menu launches and festival reels drew the strongest engagement, as audiences shared them widely.
“The All-New Jollibee Chicken Nuggets is finally here!”
Jolly Higalaay Festival reel
The All-New Crunchy Chicken Sandwich
The All-New Iced Mocha
Jolly Hermosa Festival reel
Jollibee Maramag store blessing
The Large Peach Mango Pie
Chickenjoy, now bigger in size
Choco Hazelnut Sundae
Grand opening fireworks in Kapatagan
Over 1,000 kids. One very jolly day.
On August 24, 2025, the Jollibee Kids Convention filled Limketkai Atrium in Cagayan de Oro, in partnership with the Higalaay Festival. Our team also covered the stage show, the games and the crowd, with the full story published the next day.
23 branches. Nine provinces.
Every Jollibee branch opening, blessing and milestone we covered, from Cagayan de Oro to Basilan. Each one also links to the original post.
Watch the films.
Largest Jollibee in Cagayan de Oro
43K views
Opening of Jollibee Masterson
29K views
Jollibee Celebrates Diyandi Festival
1.7K views
JolliBini Double Cheesy Yumburger
1.3K views
Hermosa Festival in Zamboanga
1.1K views
Market City, bigger and brighter
874 views
View counts as shown on YouTube in October 2026.
Shot by our crew.
Four kinds of moments.
Store openings
23 branches so far, from Masterson in 2018 to Malaybalay in 2026, including drive-thrus and reopenings.
Festivals
These include Diyandi in Iligan, Higalaay in Cagayan de Oro, Hermosa in Zamboanga and Lanzones in Camiguin.
Menu launches
New and returning favorites, including the bigger Chickenjoy, the Champ and seasonal pies.
Community
Outreach, fun runs and anniversaries, as well as the Jollibee Kids Convention and coastal clean-ups with Jollibee volunteers.
Explore other brands.
Your brand could be the next case study.
Tell us about your next launch, and then we’ll show you how Project LUPAD can put it in front of over a million people.