Jollibee rolls out ‘Buo ang Saya ng Pasko’ as Simbang Gabi begins

Jollibee ushered in the Christmas season with the launch of its biggest holiday campaign yet, “Buo ang Saya ng Pasko,” as Filipinos across the country marked the start of Simbang Gabi.

The campaign highlights how Filipino families and communities celebrate Christmas today, reflecting evolving traditions while keeping the spirit of togetherness at the heart of the season. Through storytelling, festive store transformations, community activities, and holiday offerings, Jollibee aims to make December more joyful for customers nationwide.

“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.

A centerpiece of the campaign is a Christmas film produced in partnership with Forsman and Bodenfors Singapore. The film portrays modern Filipino families through scenes of hospital workers sharing meals during shifts, security guards bonding over food, couples treating pets as family, single parents spending time with their children, and multi-generational families reuniting, underscoring that love and connection remain central despite changing traditions.

As part of the celebration, Jollibee also rolled out its Joyful Christmas Stores for the third year, marking its largest deployment to date with 300 decorated branches nationwide. The stores feature festive lights and community-inspired elements designed to bring cheer to neighborhoods, including areas affected by recent calamities. Customers can locate participating branches through the Jolly Christmas Tours digital map.

The brand also introduced the first-ever Christmas JOY Day to coincide with the opening of Simbang Gabi. Jollibee joined dawn masses in select Manila churches, distributing free treats to churchgoers. The celebration extended to selected public schools, where students received Jollibee Kids Values Books and treats as part of the holiday kickoff.

Inside its stores, Jollibee launched seasonal offerings aimed at completing holiday gatherings. These include the Christmas Bundle priced at P399, which comes with a collectible Jollibee Bag Charm and select food items, as well as Family Super Meals starting at P599, positioned for Noche Buena celebrations. The company also expanded its Christmas Big Order Service to cater to families, offices, schools, and community events.

Through its “Buo ang Saya ng Pasko” campaign, Jollibee said it hopes to bring Filipinos closer together, reinforcing the message that Christmas joy feels complete when it is shared with loved ones—whether in homes, workplaces, churches, schools, or Jollibee stores nationwide.