‘Buo ang Saya ng Pasko’ campaign launched

Jollibee has launched its largest-ever Christmas campaign, “Buo ang Saya ng Pasko,” coinciding with the start of Simbang Gabi across the country. The campaign highlights the many evolving ways Filipino families celebrate the holiday season.

“This Christmas, Jollibee wants to remind every Filipino that the true joy of the season comes from being together. No matter where or how we celebrate, what really matters is celebrating with the people we love,” said Dorothy Ching, Jollibee Philippines’ vice president for marketing.

The “Buo ang Saya ng Pasko” campaign features a touching Christmas film, created in partnership with Forsman and Bodenfors Singapore, that captures how Filipino families continue to evolve.

The film shows real moments across different walks of life, including hospital workers sharing a Christmas meal during their shift, security guards bonding over simple food, couples treating their pets like family, single parents enjoying time with their children, and large families reuniting across generations.

Jollibee said the film celebrates the idea that while traditions change, the spirit of love and connection that defines a Filipino Christmas remains strong.

Now in its third year, Jollibee’s Joyful Christmas Stores have returned brighter and bigger. The 2025 season marks the largest rollout to date, with 300 decorated branches nationwide.

Each store features festive lights and community-inspired touches to bring happiness to neighborhoods, including areas affected by recent calamities. Customers can locate the decorated stores using the Jolly Christmas Tours digital map powered by Google.

To bring the Christmas spirit to communities early, Jollibee launched the first-ever Christmas JOY Day during the opening of Simbang Gabi.

The brand joined dawn masses in select Manila churches, such as San Agustin Church, Our Lady of Remedies Parish, Sta. Ana Church, and San Fernando de Dilao Parish (Paco Church), where churchgoers received free Jollibee treats as part of the nationwide countdown.