According to a source, the food giant will set up its restaurants in Jakarta by early 2008 and has invited three agencies - Grey, Publicis and Y&R - to pitch for the account.
The pitch will take place in mid-September and the results are tipped to be announced by early October.
While Jollibee’s brand manager Joseph Alcantara confirmed that the company has met with Indonesian creative agencies, he declined to disclose details of the pitch.
The fast food brand is not new to Indonesia. It first started a franchise in Jakarta in the early 1990s which, said the source, was not successful partly because of the Asian economic crisis in 1997. It now has five restaurants in Jakarta under the auspices of Chowking, a Chinese fast food chain it acquired in 2000.
“Jollibee cannot afford to fail a second time, so it needs to be very careful about its advertising and positioning. Also, it intends to move aggressively into the international arena,” he said. “It has pinpointed the US and some Asian countries as its key targets for the next few years.”
Advertising spend for 2008 is unlikely to be huge, but the long-term potential billing could be substantial, he noted. “Jollibee in the Philippines has long-term relationships with its creative agencies. It should be looking for the same thing in Indonesia.”
Jolibee’s Alcantara noted that the first campaign will be a mix of above- and below-the-line executions, with an emphasis on in-store activation work and branding.
Jollibee first started out as a two-branch ice cream parlour in 1975. It now has more than 570 fast food outlets in the Philippines and 27 in international markets such as Hong Kong and the US.
In addition to Chowking, the company also owns the Red Ribbon Bakeshop and Yonghe King brands. In Indonesia, its main competitor will be KFC.
The pitch will take place in mid-September and the results are tipped to be announced by early October.
While Jollibee’s brand manager Joseph Alcantara confirmed that the company has met with Indonesian creative agencies, he declined to disclose details of the pitch.
The fast food brand is not new to Indonesia. It first started a franchise in Jakarta in the early 1990s which, said the source, was not successful partly because of the Asian economic crisis in 1997. It now has five restaurants in Jakarta under the auspices of Chowking, a Chinese fast food chain it acquired in 2000.
“Jollibee cannot afford to fail a second time, so it needs to be very careful about its advertising and positioning. Also, it intends to move aggressively into the international arena,” he said. “It has pinpointed the US and some Asian countries as its key targets for the next few years.”
Advertising spend for 2008 is unlikely to be huge, but the long-term potential billing could be substantial, he noted. “Jollibee in the Philippines has long-term relationships with its creative agencies. It should be looking for the same thing in Indonesia.”
Jolibee’s Alcantara noted that the first campaign will be a mix of above- and below-the-line executions, with an emphasis on in-store activation work and branding.
Jollibee first started out as a two-branch ice cream parlour in 1975. It now has more than 570 fast food outlets in the Philippines and 27 in international markets such as Hong Kong and the US.
In addition to Chowking, the company also owns the Red Ribbon Bakeshop and Yonghe King brands. In Indonesia, its main competitor will be KFC.
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