Jollibee Opens In Times Square To The Warm Welcome Of Neighboring Billboards
Images via Jollibee Foods Corporation
Jollibee’s allure outside of its homebase in the Philippines has been marinating for a bit. Not only does it have over 1,300 locations worldwide to date, but the fast-food joint’s signature Chickenjoy has also been rated by Eater as “the best chain fried chicken in America.”
As it turns out, the queen ’bee is so famous, it’s an icon even to the faces of the billboard capital of the world.
On August 18, Jollibee opened its flagship restaurant at 1500 Broadway in Times Square, bringing its fried chicken, burgers, and Filipino-style spaghetti to the heart of New York City. Moving into the busy district wasn’t easy, of course. Jollibee isn’t from around these parts, and it has to try even harder to stand out in a sea of flashy signs in a place almost synonymous with billboards.
The winning recipe is no other than the taste of the brand’s iconic fried chicken, as Jollibee’s creative agency David&Goliath finds out. It’s a temptation that no meat-eater, not even the glamorous models at Times Square, can resist.
Here’s a cute Jollibee billboard ad on Times Square NYC :) #Jollibee #NYC #TimesSquare pic.twitter.com/ISgLFgC2so
— DON TAGALA (@dontagala) September 27, 2022
Jollibee’s innocuous-looking digital banners can be seen near its Times Square location, its fourth in New York. If you stand there long enough, you’ll be treated to a fun visual of starving perfume and watch models forgetting their roles in the surrounding billboards and making a—for the lack of a better word—beeline for the chain’s chicken buckets.
“Jollibee’s iconic signature fried chicken, Chickenjoy, is so crispy and so juicy, it’s literally hard to resist. So, we thought, what if our Jollibee OOH looks so delicious, it entices models from adjacent eye-catching fashion ads to reach off their boards, and onto ours, to grab a piece of Chickenjoy?” shares David&Goliath’s Executive Creative Director Josh Miller in a press release. “Jollibee is all about spreading joy through great–tasting food. Here, we’re spreading it to NYC, to Times Square, and even the models in neighboring ads.”
[via Little Black Book, ABS-CBN, Reel 360, cover image via Jollibee Foods Corporation]
