Jollibee Group Wins Big with Purpose at the 2025 Asia Pacific Tambuli Awards
MANILA, Philippines. 30 June 2025 – The Jollibee Group continues to receive international recognition for its purpose-driven brand building and community empowerment programs, winning multiple honors at the recently concluded 2025 Asia Pacific Tambuli Awards.
“We are honored to be recognized for the Jollibee Group’s many purpose-driven brands by the Tambuli Awards.” said David Beal, Jollibee Group’s Global Chief Marketing Officer. “Whether it’s our brands inspiring the next generation or our Foundation building systems that nourish students, we are proud to be recognized for initiatives that uplift lives and spread joy through superior taste.”
Jollibee Group Foundation’s Busog Lusog Talino School Feeding Program
The Jollibee Group Foundation (JGF) received the Grand Prix in the Leaders for Corporate Purpose category for its Busog, Lusog, Talino (BLT) School Feeding Program, which has become the largest network of centralized school feeding kitchens in the Philippines. The program was recognized for its scalable and sustainable public-private-community collaboration model that addresses child hunger while strengthening local systems.
At the heart of JGF’s BLT Program was the passion to serve over 270,000 children suffering from undernutrition since its inception. From a direct feeding initiative, BLT has evolved into a replicable, institutionalized model powered by centralized kitchens, government partnerships, and community engagement. In 2024 alone, the program supported 24,844 pupils across 250 schools and signed a national agreement with the Department of Education to scale its implementation.
Greenwich’s Sarap to Feel G Campaign
Meanwhile, Greenwich, the Philippines leading pizza chain , was awarded Silver in the Builders of Society – Youth Brand category for its Sarap to Feel G campaign, which tackled the growing emotional disconnect among young Filipinos by encouraging authenticity, connection, and everyday celebration through feel-good food.
For Greenwich, Sarap to Feel G marked a bold evolution of the brand—responding to rising youth disconnection and loneliness by anchoring on three truths: bring out your authentic self, celebrate life’s little big moments, and share feel-good food with those who matter. With over 500 million combined views and record growth in core product lines like Lasagna and Overload Pizzas, the campaign reignited the relevance of pizza among Filipino youth, but more importantly, uplifted young lives in the process.
Mang Inasal’s Love the Flavors, Love the Philippines
Mang Inasal, the Philippines’ Grill Expert, also took home a Bronze in the Builders of Society – Tambuli Origins category for its Love the Flavors, Love the Philippines campaign, which highlighted the brand’s support for Filipino culture, food heritage, and tourism through storytelling and advocacy.
As part of the campaign, regional festivals were highlighted to showcase gastronomy tourism to both locals and tourists, as the brand focused on reinforcing national pride through food and culture. By championing authentic Filipino grilled favorites and supporting cultural advocacy, the campaign elevated Mang Inasal from a beloved food brand into a platform for Filipino identity.
The Tambuli Awards is a pioneering award program that honors effective and purpose-driven brands. It recognizes creative and sustainable marketing programs that deliver both business results and societal impact. Organized by the School of Communication of the University of Asia and the Pacific, the Tambuli Awards attract leading brands and agencies across the Asia Pacific region.
The Jollibee Group was also a finalist for Company of the Year, and its sustainability agenda, “Joy for Tomorrow,” was shortlisted in the Leaders for Corporate Purpose category.Jollibee Philippines’ Mother’s Day 2024 Kwentong Jollibee campaign was also recognized as a finalist in the Builders of Society category.