Jollibee Philippines emerged as Advertiser of the Year at the SMARTIES Philippines 2026 Awards, taking home 10 honors for campaigns that combine artificial intelligence (AI), data analytics and creativity to drive consumer engagement and business impact.
Leading the fast-food giant’s wins was GameJoy, which clinched Best in Show, the competition’s highest distinction. The campaign also won Gold in Design/Customer/User Experience and New Product and/or Service Launch/Relaunch, Silver in Retail Media/O2O Excellence, and Bronze in Advanced Technologies Marketing.
Chicken Wars Postcode by Postcode added two Gold awards in AI-Powered Data Insights/Contextual Marketing and Advanced Technologies Marketing, underscoring Jollibee’s use of data and emerging technology to sharpen campaign targeting.
Meanwhile, Burger Steak AI that Predicts Advertising secured Gold in Innovative Use of AI in Advertising, while Buo Ang Saya Ng Pasko earned Bronze in Diversity and Inclusive Excellence.
The haul highlights Jollibee’s push to harness technology and consumer insights to develop more relevant, personalized and engaging marketing campaigns while preserving its distinctly Filipino identity.
“Technology and data give us new ways to connect with our consumers, but the starting point will always be understanding them,” said Dorothy Ching, vice president for marketing of Jollibee Philippines.
“We want to use innovation not simply to create something new, but to create experiences that are relevant, meaningful, and distinctly Filipino,” she added.
Organized by the Marketing + Media Alliance (MMA), the SMARTIES Philippines Awards recognize marketing campaigns that demonstrate excellence in creativity, innovation, technology and measurable business results.
The Philippine awards are part of the global SMARTIES program, which honors brands and marketers using modern marketing approaches to deliver business impact.
