Jollibee capped a standout night at the 61st Anvil Awards, earning Company of the Year after collecting a remarkable 16 trophies—one Grand Anvil, eight Golds, and six Silvers—the most accolades received by a single organization this year.
At the heart of Jollibee’s winning run was “Bida Best, Bida Pinoy,” a multi-platform campaign that celebrated everyday Filipino victories, values, and excellence.
The campaign secured the coveted Grand Anvil and added three Golds and a Silver across marketing and brand communication, social media, influencer marketing, and experiential categories, underscoring its broad reach and deep resonance with audiences nationwide.
“Receiving 16 Anvil Awards, including Company of the Year and the Grand Anvil Award, is a great honor for Jollibee,” said Dorothy Ching, vice president for marketing of Jollibee Philippines.
“More than the awards, this recognition shows our commitment to creating work that truly matters—work that brings joy, makes a positive difference in our customers’ lives, and helps the communities we serve. We share this achievement with our dedicated Jollibee team and our agency partners, whose hard work and teamwork made this possible,” Ching added.
Beyond its flagship campaign, the brand’s purpose-driven storytelling was further recognized with two Golds and one Silver for Kids Values Meal, spotlighting Jollibee’s long-running effort to instill positive values among children through advocacy, partnerships, and hands-on experiences.
Additional Gold Anvils went to Project Abulug for corporate social responsibility, Project 1000: 1,000 Kilometers of Joy for partnerships, and Deliver Joy: The All-New Jollibee App for innovation in customer experience and digital engagement.
Jollibee’s creative range also shone through in several Silver Anvil wins, including Bee Earth’s Best Friend, an environment-focused initiative promoting sustainability, The Dessert Museum x Peach Mango Pie collaboration, which earned two Silvers, and Serving Joy and Music, an in-store experience that blended food, music, and community.
Often described as the Oscars of public relations in the country, the Anvil Awards—organized by the Public Relations Society of the Philippines—recognize excellence in strategic communications and impactful storytelling. Jollibee’s dominant showing this year reflects a steady, purpose-led approach to brand building, demonstrating how a Filipino brand, grounded in authenticity, can set benchmarks in communication while creating meaningful social impact at home and abroad.
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