In recent days, the viral trend of “buying fried chicken to hunt for reindeer” has taken social media by storm, making Jollibee customers unusually flexible. They’re willing to accept a combo missing one piece of chicken or a pasta dish, just to get their hands on the highly coveted reindeer plushie.
Commenting on Jollibee’s F&B market frenzy with its 149k combo deal featuring a reindeer plushie, F&B expert Đỗ Duy Thanh praised the campaign for hitting the right emotional notes, executing flawlessly, and creating a powerful social impact.
Customers flock to purchase the fried chicken combo with the reindeer plushie
“Specifically, the reindeer plushie embodies the ‘holiday spirit’ by being cute, collectible, family-oriented, and perfect for photo check-ins. The two 149,000 VND combos feature Jollibee’s best-selling items, ensuring quick service and preventing overload,” Thanh analyzed.
According to the expert, executing a two-month campaign like Jollibee’s requires months of preparation, including sourcing the plushies, distributing them to stores, training staff, streamlining combo service, and preventing stockouts or overloads.
While complex, Thanh believes other F&B brands can learn from this, such as offering gifts that are cute, seasonal, photogenic, limited, and affordable. Combos should be simple, featuring popular items to attract customers and ensure smooth operations.
A mini version with 1,000–2,000 gifts, focused on 1–3 branches for 10–14 days, is entirely feasible. “F&B consumers don’t buy based on calculations; they buy based on emotions. That’s why, despite the combo being ‘less value than buying just the chicken’ (compared to the non-plushie combo), customers are buying in droves,” Thanh emphasized.
Jollibee staff hustle to prepare reindeer plushies for customers.
Meanwhile, Nguyễn Đỗ Anh Quân, Brand Director at iPOS.vn, noted that Jollibee’s campaign is straightforward with a concise, easy-to-understand message, driving strong engagement.
This is a prime example of understanding social motivations during the holiday season. Jollibee thoroughly researched its customer base and designed combos that perfectly match their needs.
The fear of missing out (FOMO) was amplified on social media platforms, especially TikTok. Long lines and the joy of receiving the gift became viral content: the more people saw it, the more they wanted in.
“Replicating Jollibee’s level of execution and viral growth is challenging due to its complexity. However, other F&B brands can study this case and apply it to their own customer base.
This is an opportunity to increase average order value. Brands can create holiday combos with cute, customer-specific gifts,” suggested the iPOS.vn Brand Director.
Jollibee and Vinamilk Share a Common Fate
Two major brands unexpectedly went viral on social media, but not in the way they had hoped. What truly sparked online discussions was how they responded to the situation.
“Jollibee Captivates 1.5 Million Students with its “Fun Learning Class” Event”
With a mobile playground right at their doorstep, Jollibee successfully captivated 1.5 million students by bringing the fun to their school grounds. “Jollibee Happy Class” was more than just a marketing campaign; it was a testament to the brand’s connection with the youth, especially Gen Z.
