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Manila Bulletin devider Business devider Hepmil Philippines and Jollibee recognized at the 60th Anvil Awards with the brand's Generation Joy Fixed Creator Program

Hepmil Philippines and Jollibee recognized at the 60th Anvil Awards with the brand's Generation Joy Fixed Creator Program

Published Feb 14, 2025 03:36 am
PR Photo #1.jpg
(From L-R) Erwin Razon (General Manager, Hepmil Philippines), Dennis Reyes (PR and Partnerships Head, Jollibee Philippines), Gladys Pagdato (Associate Account Director, Hepmil Philippines), Abigail Ocampo (Client Success Manager, Hepmil Philippines), Elise Maog (PR & Partnerships Officer, Jollibee Philippines), Sienna Leyesa (Senior Influencer Partnerships Executive, Hepmil Philippines), Jel Directo (Deputy General Manager, Hepmil Philippines)

Hepmil Philippines celebrates a significant win at the 60th Anvil Awards with its partnership with the country’s number one fast food chain Jollibee, with the brand’s innovative Generation Joy Fixed Creator Program honored with the Silver Anvil Award for Best Use of Influencer Marketing. The awarding ceremony, held at the Fiesta Pavilion of The Manila Hotel, showcased the country’s most outstanding public relations campaigns.

Jollibee's Generation Joy Fixed Creator Program.png

Since 2023, Jollibee and Hepmil Philippines have forged a strong partnership, consistently delivering impactful marketing initiatives. The Generation Joy Fixed Creator Program is a shining example of this collaboration, leveraging the power of influencer marketing to connect authentically with Gen Z and millennial audiences. The campaign featured a roster of 20 top-tier content creators from lifestyle, food, and entertainment sectors, who produced engaging and culturally resonant content.

Notable contributors included creators whose relatable storytelling and creative executions played a vital role in amplifying the success of various Jollibee campaigns. By empowering these influencers with creative freedom while ensuring alignment with Jollibee’s messaging, the program demonstrated the power of authentic, influencer-led storytelling in driving brand engagement and resonance with younger audiences.

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(From L-R) Dennis Reyes (PR and Partnerships Head, Jollibee Philippines), Jel Directo (Deputy General Manager, Hepmil Philippines), Elise Maog (PR & Partnerships Officer, Jollibee Philippines), Erwin Razon (General Manager, Hepmil Philippines)

“This award is a testament to the collaborative efforts between Jollibee and its agency partners,” said Jel Directo, Deputy General Manager of Hepmil Philippines. “We at Hepmil Philippines are proud to contribute to Jollibee’s mission of connecting with audiences through culturally relevant and innovative campaigns. Our partnership since 2023 has been grounded in a shared commitment to delivering impactful results, and this recognition affirms our collective vision.”

Dennis Reyes, PR & Partnerships Head from Jollibee Philippines, shared, “The Generation Joy Fixed Creator Program is a reflection of Jollibee’s dedication to finding new and creative ways to connect with our audiences. We thank our agency partner, Hepmil Philippines, as well as our talented creators that recognize the importance of innovation and collaboration in creating campaigns that truly resonate with Filipinos.”

The Generation Joy Fixed Creator Program showcased Jollibee’s commitment to meaningful and creative engagement with its audience. By building long-term relationships with content creators, the campaign reinforced the brand’s position as a beloved Filipino icon and a leader in influencer marketing within the quick-service restaurant (QSR) industry.

Jollibee’s win at the 60th Anvil Awards highlights its ability to celebrate Filipino culture and values while leveraging cutting-edge marketing strategies. Hepmil Philippines is honored to be a part of this journey and looks forward to supporting more campaigns that set new benchmarks for the industry.

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Jollibee Foods Corporation Anvil Awards
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