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Jollibee launches Family Thanksgiving Month this May

Anne Curtis, now a loving wife and mom, takes on the journey as a Family Ambassador for Jollibee’s Family Thanksgiving Month.

During these challenging times brought about by the pandemic, there’s one important thing that all of us can be grateful for—that is the opportunity to spend more time with our families. That is the heart of the message that Jollibee wants to convey as it launches the Jollibee Family Thanksgiving Month celebration this May. 

Through the Jollibee Family Thanksgiving Month, the country’s number one fast-food chain aims to start a new tradition to enjoin everyone to openly and actively express their gratitude towards their family and loved ones.  

Jollibee launched this initiative via a virtual presscon held last April 29, headlined by its long-time Jollibee endorser Anne Curtis who was officially introduced as the campaign’s ambassador. Now with a family of her own, Anne shared with the media attendees how grateful she is for her family’s support and love throughout the years. “Growing up I feel very fortunate to be showered with much love from my parents and sister, and now my husband Erwan and baby Dahlia. So, every chance I get I want to make them feel how much I appreciate them – whether spending more quality time with them, sharing a meal, or even saying a simple thank you”, says Anne.  

Directed by Joel Ruiz, Jollibee releases a manifesto video encouraging people to express their gratitude to their loved ones in time for the nationwide celebration of the Family Thanksgiving Month.

The event also served as the launchpad of the campaign’s manifesto video directed by Joel Ruiz and featuring Anne Curtis in her first comeback project with Jollibee after returning from a year-long break in Australia with her family and newborn daughter Dahlia. The short but meaningful video reminds everyone why we should be thankful for our family and make the effort or go the extra mile to express their gratitude more often starting with the Family Thanksgiving Month. 

“We think that this is the perfect time to start openly showing our appreciation to the people who matter most to us – our families. Jollibee has always been about joy of family and togetherness, and with the launch of the Family Thanksgiving Month, we hope to remind and encourage people to appreciate the time we spend with our families, and to say thank you for all the things that they have done or continued doing for us not just for a day, or a month but for as long as we can. Because if there’s one thing that this pandemic taught us, it’s to never take anything for granted and cherish the people who matter most,” says JFC Philippines Country/Regional Marketing Head and Jollibee Philippines Marketing Head Francis Flores. 

Jollibee’s new manifesto video shows the important role that family plays especially during this pandemic, and encourages people to value and appreciate the time with them. 

Another highlight of the program was a panel discussion on the topic ‘Why appreciating our Family is important’, with Anne, Francis Flores and couple parenting experts Edric and Joy Mendoza. The panel discussion was streamed live on Jollibee's official Facebook page.

To cap off the event, Anne led the media guests in saying their simple thank you to loved ones via the #IDontSayThisEveryDayBut activity. This online movement has been trending on Instagram, with Jollibee endorsers, influencers, and netizens all expressing their gratitude to their families. With its virality on Instagram, netizens took the initiative to bring the #IDontSayThisEveryDayButMovement on Facebook and Twitter as well, resulting in thousands of posts in a matter of days. 

Watch out for the launch of the Jollibee’s Family Thanksgiving Video this coming May 1 in Jollibee’s Facebook page and YouTube channel.


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