“Pinoy and Proud” is Jollibee’s New Battlecry

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Celebrating this year’s Independence Day, fastfood giant Jollibee is going all-out #PinoyAndProud this entire month of June with an even more local twist on an already homegrown brand.

Their campaign, dubbed “#PinoyAndProud: Ang Sarap, Ang Saya Maging Pilipino!,” hopes to reinforce a sense of nationalism among its customers via key branding elements, music and, of course, the trademark Jollibee taste.

The campaign anthem, “Sarap at Saya,” is a catchy tune that captures Filipino traits of joy, compassion and resilience through thick or thin.

Going social, the campaign also introduces the new #PinoyAndProud sticker pack for Viber – all the better to tease your friends from abroad what they’re missing, like Chicken Joy which, incidentally, has new Limited Edition Independence Day packaging for its bucket.

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The last, but certainly not the least, component in this campaign are the new menu items: Adobo Flakes Yum! Burger and Halo-Halo Sundae.

The former is exactly what it says it is, a classic Yum! Burger with adobo flakes and adobo sauce over the patty, the kind of concoction that will have the Buzzfeed folks scratching their heads. For us locals, it’s a no brainer. We’ve tasted it and all we can say is, “Two, please.” Mura lang naman at 59 bucks.

The Halo-Halo Sundae is fine when you’ve got a hankering for something sweet and cold, a twist on their original sundae with the addition of traditional halo-halo ingredients such as nata de coco and macapuno. It won’t beat the classic halo-halo of Razon’s, Digman or my lola, but, at a mere P35, it will do in a pinch.

This is all going down starting tomorrow, June 1, so get into the spirit of Independence and grab an Adobo Flakes Yum! Burger before the country loses its independence to China.

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