This holiday season, Jollibee turns the spotlight on what truly makes Christmas meaningful: family. In a world where life is busier, distances stretch further, and challenges keep us apart, Jollibee’s latest campaign, “Buo ang Saya ng Pasko”, reminds Filipinos that true joy is found in togetherness—whether family is defined by blood, by bond, or by choice.
Through a series of heartfelt vignettes, Jollibee’s new Christmas film captures the many ways Filipino families come together: a nurse celebrating a night shift with hospital staff, a security guard sharing laughs with colleagues, a couple treating their pets as family, a single mother enjoying a simple meal with her daughters, and large extended families gathering across generations for Christmas reunions.
Dorothy Dee-Ching, VP and Head of Marketing, Jollibee Philippines, shares:
“What makes Filipino Christmases so special is the love we share and the joy we bring to one another. Family has always been at the heart of every Filipino Christmas, but times have changed. By embracing the many ways we now define family, we hope to remind everyone that Christmas is complete not when everything is perfect or traditional, but because no matter where we are or who we celebrate with, as long as we’re together—and there’s Jollibee on the table—Buo ang Saya ng Pasko.”
Accompanied by an original soundtrack, each story reflects real-life moments of warmth, connection, and the simple joys that make Christmas feel whole. The campaign beautifully captures the message that, while the faces around the table may change, as long as the family is together, Buo ang Saya ng Pasko.
This Christmas, Jollibee invites everyone to share the joy of togetherness. As the film says:
“Tunay ang ligaya basta’t tayo’y magkasama. Dito, sarap ang pinagsasaluhan. Buo ang saya ng Pasko.”
