Jollibee intensifies flagship CSR project

MANILA, Philippines – For 17 years now, Jollibee’s Maaga ang Pasko has been uniting the entire country for a nationwide Christmas gift-giving drive. Known for promoting Filipino and family values, the country’s leading fast-food chain continues to intensify its flagship corporate social responsibility (CSR) campaign to encourage the participation of more individuals and families all over the country to share their blessings to others.  

Since its inception in 1994, Maaga ang Pasko has collected 1.8 million books and toys for children. What started as a simple annual Christmas gift-giving program has evolved into the biggest and longest running toy and book donation drive and a nationwide campaign that encourages the involvement of individuals and families, kids and adults, from all over the country.

Maaga ang Pasko has also consistently received recognitions such as: Anvil Awards’ Award of Merit for Institutional and Corporate Public Relations Programs and Award of Excellence for Public Relations Programs on a sustained basis; DSWD’s PANATA (Pagkilala sa Natatanging Kontribusyon sa Bayan) Award; and most recently, the 2011 Philippine Quill Award for Communication Management. 

The overwhelming success of Maaga ang Pasko also inspired Jollibee to expand its CSR efforts. In 2008, through the Hug and Share Dolls, Jollibee was able to raise funds for eight organizations and foundations that pursue projects promoting the welfare of children. In 2009, the company reached out to Ondoy victims through a school caravan. And in 2010, it embarked on the Build-A-Classroom program together with the Jollibee Foundation and the Jollibee Franchisees Association wherein the company committed the construction of 40 classrooms in different schools across the country. To date, 26 of these classrooms have already been completed.

For the 17th year, Jollibee also tapped the winners of its very first Jollibee Family Values Awards to play a key role in Maaga ang Pasko as it engaged Filipino families to actively participate in the campaign.

“As a Filipino and family-oriented brand, we believe it is also our business to uphold values that strengthen bonds and promote the importance of spreading joy to others. We are very happy to be an instrument for Filipinos to express their generosity and care for others,” expresses Jollibee’s vice-president for marketing Albert Cuadrante.

Aside from groups and individuals who are supporting the program, Jollibee employees also willingly volunteer their time to take part in the company initiative. “I’m proud to be part of a company that genuinely cares. It’s very meaningful for employees like me to do the very little we can to make an impact on other people’s lives, especially this Christmas season,” says Leila Acosta, Jollibee Operations Director for Metro North of Jollibee.