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Jollibee taps Hidilyn Diaz as endorser

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Winning an Olympic gold is no ordinary feat, but Hidilyn Diaz is no ordinary Filipino. The Zamboanga-born weightlifting champion brought honor to the Philippines by winning its first-ever Olympic gold last July.  Her challenging but truly meaningful journey to bringing home that coveted gold for the country and how it gave joy and inspiration to the whole nation prompted the country’s number one fast food brand to sign her up to be part of the growing Jollibee family.  

“For Hidilyn, the road to gold at the Olympics has been full of ups and downs but what’s incredibly powerful about her story is that it brings the message of not giving up and working hard for your dreams,” said Francis Flores, JFC Philippines Country/Regional Marketing Head and Jollibee Philippines Marketing Head. “Aside from being proudly Pinoy, Hidilyn embodies positive values that we at Jollibee also stand for. We are very proud to welcome her to the Jollibee family.”

As a way of honoring Hidilyn’s amazing feat and inspiring the nation, the brand has come up with a special Kwentong Jollibee that is based on her inspiring true story.  Flores adds that Hidilyn’s story of triumph after all deserves to be told and shared to as many people and will surely resonate to millions of viewers across the globe. 

Directed by award-winning filmmaker and resident Kwentong Jollibee director Pepe Diokno, the latest Kwentong Jollibee film entitled ‘Ginto’ is centered on how Hidilyn has become a champion and a Filipino icon who proved that hard work and grit pays off. “People can expect an inspiring story about dealing with defeat, and winning with perseverance,” he said.

When asked about her reaction on being part of the Jollibee family as well as being featured in a popular and well-loved series such as Kwentong Jollibee, Hidilyn has this to say: “Syempre I feel honored to be a part of the Jollibee family kasi nga Jollibee, Pinoy yan. Habang lumalaki ako, andyan na yung Jollibee tapos ngayon kasama ang buhay ko sa Kwentong Jollibee. Malaking bagay yun sa akin,” Hidilyn said. “Masaya ako na ang kwento ko ay makakapagbigay ng inspirasyon sa bawat Pilipino lalong-lalo na ngayong pandemya.”

Together with creative agency McCann Worldgroup Philippines, Jollibee hopes that this new Kwentong Jollibee would make a mark in the hearts of Filipinos, just as its previous works have. “The Kwentong Jollibee films have always been about hugot feelings. It capitalizes on making the Filipinos cry, laugh, go ‘awww’ by using unexpected story narratives about romance, family, and relationships. In this new Kwentong Jollibee, we tried to capture a different kind of hugot - the feeling of pride for the accomplishment of a fellow Filipino,” said NJ Mijares, Creative Director, McCann Worldgroup Philippines.

Catch Hidilyn Diaz’s special Kwentong Jollibee film on Jollibee’s official Facebook page and Jollibee Studios YouTube channel beginning October 15.

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