Hepmil Philippines is celebrating 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.

Held at the Fiesta Pavilion of The Manila Hotel, the awarding ceremony showcased the country’s most outstanding public relations campaigns.

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.

Top-tier content creators

The campaign featured a roster of 20 top-tier content creators from the lifestyle, food, and entertainment sectors who have 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.

“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,” Directo said.

For his part, Dennis Reyes, PR & Partnerships head from Jollibee Philippines, said, “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 who recognize the importance of innovation and collaboration in creating campaigns that truly resonate with Filipinos.”

Meaningful, creative engagement

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 industry.