JOY Bouquets spark online buzz as Jollibee trends for Valentine’s Joy Day

Editor’s note: This press release is sponsored by Jollibee and was handled by BrandRap, the sales and marketing arm of Rappler. No member of the news and editorial team participated in the publishing of this piece.

A bouquet made of fried chicken, burgers, and pies may not be traditional, but it proved to be one of the most talked about Valentine’s gestures this year.

Jollibee’s JOY Bouquet, which paired real flowers with fan favorites such as Chickenjoy, Yumburgers, and Peach Mango Pies, became the centerpiece of the brand’s first Valentine’s Joy Day celebration. Designed to be both heartfelt and playful, the limited surprise quickly gained traction online after it was gifted to endorsers and brand partners.

Among those surprised were members of BINI, actress Belle Mariano, and host Atasha Muhlach. Their posts showing the food and flower pairing drew strong engagement, with fans sharing and reacting across platforms.

Soon after, Jollibee began trending on X, breaking into both the News and Entertainment categories for three consecutive days. The organic reactions and user generated content amplified the campaign beyond paid placements, turning a simple Valentine’s drop into a wider cultural moment.

Marketing observers note that Valentine’s Day remains a peak “micromoment” for brands, when consumers actively search for gift ideas and shareable experiences. By combining a traditional romantic symbol with distinctly Filipino fast food staples, the JOY Bouquet tapped into both emotional and social media intent.

In a season typically filled with predictable promos and set menus, the visual novelty of fried chicken and burgers arranged with fresh flowers stood out on feeds. The concept balanced warmth with humor, making it highly shareable without losing sentimentality.

The JOY Bouquet anchored Jollibee’s broader Valentine’s Joy Day rollout, which included nationwide limited time offers and in-store surprises.

“Valentine’s Day is a time for love, laughter, and making memories with the people who matter most,” said Dorothy Ching, vice president for marketing of Jollibee Philippines. “At Jollibee, we’re grateful to share in those moments and celebrate alongside our customers, whether through special treats in our stores or fun surprises online.”

From February 10 to 16, customers who ordered any two Chickenjoy Value Meals were offered a free upgrade to a large iced tea through the Perfect Pair Combos. The meals, starting at P152, were made available for dine-in, takeout, drive-thru, and delivery.

Online customers also received Valentine’s Day exclusives through the Jollibee App and website, including free Burger Steak Solos for minimum purchase orders and delivery perks.

Beyond promos, select branches will also distribute surprise treats on February 14, while fans can join the #ValentinesJOYday X Party and a Facebook photo contest by sharing their love stories and Jollibee memories.

For a brand long positioned as a “home of joy” for Filipino families and barkadas, the JOY Bouquet reinforced that message in a format tailored for today’s social media driven celebrations. What began as a Valentine’s surprise ultimately became a trending conversation, blending romance, food, and fandom into one highly shareable package.

Craving more Jollibee treats and exclusives? Head to www.jollibee.com.ph for the latest updates, order your favorites at https://order.jollibee.com, and follow us on social media for more JOYful surprises! – Rappler.com