Investing in socio-civic programs designed to serve its host communities further secured Jollibee’s position as a Filipino company for the Filipino. Advocacy campaigns such as the early Christmas drive “ma-Aga ang pasko sa Jollibee,” again endorsed by Aga Mulach, the poverty housing project with Habitat
for Humanity, and the Kaya Mo Yan Kid” or “You can do it, kid!” campaign to encourage kids to show their potential contributed to the company’s overall success, not only with its customers but with all its stakeholders.
“Jollibee attributes this success in part to its internal branding which focuses on "great taste and happiness" which includes "value for money, the happiest store experience, and the haven for kids.”