Jollibee Declares May as 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.

This initiative is important for me since my family is in the US and I’m living solo in the Philippines. It’s made me realize how I took them for granted while they were here.

I am reminded of the Japanese phrase ichi-go ichi-e, which translates to “one time, one meeting.” It teaches us to cherish moments because they will never happen again. While you will have plenty of time to spend with your family, each moment is always a once-in-a-lifetime experience and can never be replicated.

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.

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.

“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.

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.

Share how much you love your family using the hashtag and more importantly, cherish the time that you have with them.

 

This story is in partnership with Jollibee. For more information, visit the website and follow their FacebookTwitterYouTube, and Instagram pages.

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