Jollibee HK

Brand localisation and campaign content for a global QSR brand entering HK

Service:

Social Content · In-store Campaign assets (prints and digital)

Social media retainer
via Omnicom Media

Jollibee is a globally recognised Filipino fast food brand that was expanding its presence in Hong Kong at the time of this project. The brief covered monthly social content across all formats, alongside campaign support for new product launches — keeping the brand voice energetic and locally relevant while staying true to the global Jollibee identity. Over the course of the retainer, the account grew from approximate 8,000 to 10,000 followers, a 25% increase driven by consistent content output and audience-relevant creative.

Flagship store teaser

Mega food_burger

Party combo mood shot

Flagship store teaser

1/5

The approach

Planned and produced Jollibee HK's monthly social content calendar, covering the full format range — static posts, carousels, short-form video and reels. Worked across both organic brand content and new product launch campaigns, adapting tone and visual approach depending on whether the goal was building brand warmth or driving product trial.

Contributed to campaign concepting for new product launches, developing visual directions from brief through to final assets. Produced composite and photomontage creative placing the Jollibee mascot within HK-specific contexts to build local audience connection for a brand still establishing itself in the market.