Baguio City came alive as Jollibee, the Philippines’ no. 1 fastfood chain, joined the vibrant Panagbenga Festival, delighting locals and tourists alike with a spectacular float, campus treats, and exclusive promos that added extra cheer to the City of Pines’ annual flower celebration.
“Panagbenga shows Baguio at its most beautiful, and Jollibee is proud to fill it with joy,” said Dorothy Ching, vice president for marketing of Jollibee Philippines. “Whether it’s a float that amazes or treats that make every day special, our goal was simple, and that was to share joy with every person, everywhere.”
Building on its legacy of festival excellence, Jollibee participated in the large float competition with a spectacular floral masterpiece inspired by Cordilleran artistry. The float featured a miniature Stone Kingdom symbolizing the region’s creativity, a radiant cityscape in full bloom, a rotating Mines View observation deck showcasing Baguio’s scenic landscapes, and a giant Chickenjoy Bucket seemingly blossoming from a flower, capturing the festival’s playful and joyful spirit.
The celebration extended beyond the parade. Students at the University of the Philippines Baguio and the University of Baguio were delighted with free Crunchy Chicken Sandwiches and Iced Coffee, turning ordinary school days into moments of surprise and joy. Inside Jollibee stores, the Festival Treats Promo with Coca-Cola ran from February 27 to March 1, offering a free 1.5L Coke with every 8-piece Chickenjoy Bucket, while from February 27 to March 8, a free Go Large Coke was available with any Chickenjoy Value Meal.
Jollibee also partnered with the Department of Trade and Industry to bring its BEE Earth’s Best Friend campaign to Benguet, promoting sustainable practices. Customers who opted not to use plastic utensils for take-out or drive-thru orders from February 27 to March 27 were rewarded with incentives for future visits. Music fans enjoyed a lively appearance from Jollibee and Friends at the Coke Studio Concert at Melvin Jones Football Grounds on February 27.
Festivalgoers are encouraged to share their Jollibee moments on social media using #JolliPanagbenga2026 for a chance to be featured on the brand’s official channels.