Jollibee x KATSEYE
TVDigitalSocialPOP
Jollibee, outspent and outnumbered by the category giants, wanted to appeal to Gen Z for its sauciest product ever, Korean BBQ. So we connected with the fans of one genuine Gen Z fan: Sophia Laforteza of KATSEYE. We not only named the KATSEYE Special KBBQ meal after them, we joined the band and created an entire campaign around them, with digital video, social and merch. Jollibee’s sauciest collab ever became their most successful product launch ever.
Our sauciest collab ever
The campaign dominated the airwaves. The Jollibee KATSEYE KBBQ merch sold out in 3 hours. And the meal itself? Fans couldn’t get enough. Literally. The KATSEYE SPECIAL KBBQ sold out nationwide within 72 hours.
And engagement shot to the top of the charts: 38 million views and over 3.5 billion impressions. The brand's social following surged 350%, and overall Jollibee sales increased by 22%.
It was a massive hit. Together, Jollibee and KATSEYE spread even more joy to the world.
