Basic Advertising, which executed the commercial, said the promotion focused on desserts, including fruit pies and fruit shakes. The promotion is part of the 'Bee happy' campaign, highlighting happiness derived from Jollibee, which uses a bumble bee as its mascot. "It's a slice-of-life campaign, said Bebot Ngo, Basic's assistant vice president-account management.
She said the campaign was targeted at families and children from the ABCD market.
The commercial continues Jollibee's theme of 'family togetherness', a theme many advertisers use in the Philippines. It shows a young girl - the family's granddaughter - eating spaghetti at Jollibee with her grandmother.
The girl's mother joins them, bringing a dessert to the table. The girl grabs the dessert, but is gently reminded to finish her main course first.
Then the ad proceeds to introduce Jollibee desserts.
Jollibee is something of a Philippine phenomenon. It started in 1975 as a two-branch ice cream parlour, later expanding its menu to include hot sandwiches and other meals. Today, Jollibee enjoys a more than 50 per cent share of the local fast-food market, beating McDonald's into second place.
Basic takes care of Jollibee's thematic, product and promotional campaigns and McCann-Erickson handles its kids and corporate promotions.
