Jollibee Case Study

Jollibee

Joy, covered across Mindanao since 2017.

This Jollibee case study follows our work with one of the country’s most loved brands, from store openings and festival parades to menu launches and community events, and the results the public can see.

Fireworks over the Jollibee Kapatagan grand opening, shot for this Jollibee case study by Project LUPAD — Grand opening fireworks at Jollibee Kapatagan, 2026.

The results

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.

145K+Reactions on our Jollibee posts on Facebook

225K+Shares, so fans passed the joy along

65K+Comments from people tagging their friends and family

85K+Views, since 2017, across 14 Jollibee videos on YouTube

Totals of the public counts shown on the Project LUPAD Facebook posts and YouTube videos about Jollibee that we found, as of October 2026. Platforms round large counts down, so actual totals are higher.

The story

Wherever Jollibee goes, we go.

It started in 2017 with a single video of the largest Jollibee in Cagayan de Oro. Since then, Project LUPAD has been there for the moments that bring Jollibee closer to Mindanao, and we’ve shared each one with 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, we follow Jollibee and friends along the parade route. Then, when a new menu item arrives, we make sure people hear about it first.

So far, that adds up to 27 Jollibee stories on our website alone. As a result, fans across the region don’t just read about these moments. Instead, they react, comment and share them with their own friends and families.

Store openingsFestival paradesMenu launchesCommunity eventsAerial videoEvent photos

The timeline

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. 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 and 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 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.
2024
Our biggest year yet
First, the Crunchy Chicken Sandwich reached 50K shares in January. Then 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
Diyandi Festival in Iligan
When Jollibee and friends joined the street dancing parade, our post drew 2.9K reactions.
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.