For Filipinos who love their fried chicken with an extra kick, Alexa Ilacad is bringing a fresh burst of energy to Jollibee’s Spicy Chickenjoy.
The actress, singer, and performer is the new face of Jollibee Spicy Chickenjoy, embodying the product’s fiery personality with her youthful energy, confidence, and playful charm.
Jollibee Spicy Chickenjoy combines the brand’s signature crispy, juicy chicken with a blend of spices that delivers a noticeable kick in every bite. But instead of making spice a challenge to conquer, Jollibee is highlighting it as another layer of flavor to enjoy.
“Spiciness should not simply be about tolerating the heat. It should be about enjoying what the spice brings to the overall flavor experience. With Spicy Chickenjoy, we want Filipinos to discover that spicy can be exciting, flavorful and, most importantly, delicious,” said Dorothy Ching, vice president for marketing of Jollibee Philippines.
Ilacad brings that message to life with her naturally lively and expressive personality, making her a fitting partner for a campaign that celebrates spice as fun, exciting, and full of character. Known for connecting with younger Filipino audiences, she gives Spicy Chickenjoy a vibrant personality while keeping the focus on what matters most—the flavor.
Her partnership with Jollibee also comes as spicy flavors continue to find a place among Filipino food preferences. According to research, 13 percent of surveyed adult Filipinos, or roughly one in eight, identified spicy as a taste preference. While spicy food may not appeal to everyone, the findings point to a notable group of consumers who enjoy the added flavor and heat.
With Ilacad leading the campaign, Jollibee invites Filipinos to experience Spicy Chickenjoy not simply by asking how much heat they can handle, but by discovering how much flavor they can enjoy.
Because with Spicy Chickenjoy, the heat is only part of the experience—the real thrill is in every flavorful bite.
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