Jollibee strengthens hold on kids market with Nickelodeon

True to its commitment of spreading happiness to everyone, especially to children, Philippine Quick Service Restaurant (QSR) leader Jollibee steps up its kids segment through a partnership with Nickelodeon. Since 1996, jollibee has been offering Jollibee Kids Meals (JKM) and it can now be enjoyed with the following langhap-sarap meals – yumburger, spaghetti, burger steak, and chickenjoy – that come with colorful, exciting, functional and collectible toys which help draw kids to its stores and parents to bond with their children. Lately, Jollibee’s ventures in bringing more children delight that goes beyond playthings. Now that it is collaborating with Nickelodeon, creators of popular shows and characters like Rugrats, Jimmy Neutron and SpongeBob SquarePants, Jollibee will even have a stronger affinity with the kids market.

A Jolly-Nick tandem

Jollibee first worked with Nickelodeon during the launching of SpongeBob SquarePants the Movie last April 2005. The tremendous response from children and their parents were evident enough that a major tie-up between both authorities in kids’ entertainment is inevitable.

Brand Manager Twinkle Aniceto, who is also handling the Jollibee Kids Program in their marketing division, found that working with Nickelodeon enables them to create more excitement for children. "Everything that we do in Jollibee leads to bringing joy to our customers, especially the young ones. The langhap-sarap food, the efficient service, the warm ambiance in our stores, plus the unique functional toys and our initiatives for kids, they all result to smiles and joys among children and the entire family," she remarked.

Another reason for kids to be excited about is the Jollibee Kids Meal offering that featured the lovable SpongeBob SquarePants and his friends Patrick Star, Sandy Cheeks and Mr. Krabs as Freezer Fellas. On top of the toys, Jollibee came up with the SpongeBob Australian Dreamworld Tour promo that will bring lucky winners, two adults and two children, to Nick Central at Dreamworld in Gold Coast, Australia.

Family fun at the dreamland

Formalizing the partnership, Nickelodeon and Viacom consumer products Director for Marketing & Retail Business Development, Myra Moñozca, flew in straight from Singapore to sign the contract with Jollibee for the Jollibee Kids Meal and the SpongeBob Australian Dreamworld Tour. Joining Moñozca is Bates Licensing and Entertainment Inc. Promotional Sales and Marketing Director Toni Bautista.

"We are excited to enter into this promotional partnership with Jollibee. Their commitment of spreading happiness especially to kids is in sync in keeping with our philosophy of putting kids first in everything we do," Moñozca shared.

Jollibee, on its part, is just as thrilled. "It’s our first time to offer a raffle promo for our Jollibee Kids Meal. This is something new for us, too, because with the get-away tour, we will be able to give a family a money-can’t-buy experience," Aniceto explained. Various companies abroad have partnered with Nickelodeon for the SpongeBob Australian Dreamworld Tour, and Jollibee is the first QSR in the Philippines to do this.

Jollibee Kids Meal aficionados who regularly watch out for the new toys and children stuffs that go with the langhap-sarap food will even have more reasons to visit the store. Collecting the SpongeBob Freezer Fellas toys is fun to begin with. Then they get to enjoy the best-tasting food. How much more if doing both will give them an opportunity to have a family bonding moment abroad? "We can feel that the excitement over the SpongeBob Australian Dreamworld Tour is building," intimates Aniceto.

As the national symbol of happiness, Jollibee truly lives up to its name.