JIN developed an integrated launch strategy combining media relations, Instagram and TikTok activity, influencer partnerships and launch events to raise awareness of the stores opening locally and drive trial of Jollibee:

Pre-launch buzz: Pre-launch press release announcing the opening day across consumer, trade and business publications with clear, consistent brand message. Invite one or two key journalists to visit the store before the official opening for a “first look” and exclusive trial of the menu.

Influencer event: Evening before the opening, influencer event at the restaurant with DJ and photo-booths, to provide exclusive access to those with a strong social media presence to influence locally. Capture content to send to journalists and for social and digital content.

Official launch: Attract crowds and attention at the official store launch with giveaways for the first 100 customers, the mascot entertaining the queues and a red ribbon cutting ceremony. Photos and videos of the launch sent to journalists for further local coverage.

Maintaining momentum: Gift cards to local journalists and influencers to continue to drive reviews of the restaurant and food. Content shared across TikTok and Instagram to continue driving trial.