Actress Anne Curtis turned emotional at the virtual launch of Family Thanksgiving Month—a new campaign by Jollibee that encourages people to openly and actively express their gratitude to their families and loved ones.
The 36-year-old screen star couldn’t contain her emotions when she was surprised with a video message from her mother, father, and brother who are all in Australia at the moment.
“Growing up I feel very fortunate to be showered with much love from my parents and sister, and now my husband Erwan and baby Dahlia. So, every chance I get I want to make them feel how much I appreciate them – whether spending more quality time with them, sharing a meal, or even saying a simple thank you,” says Anne.
The event also served as the launchpad of the campaign’s manifesto video directed by Joel Ruiz and featuring Anne Curtis in her first comeback project with Jollibee after returning from a year-long break in Australia with her family and newborn daughter Dahlia. The short but meaningful video reminds everyone why we should be thankful for our family and make the effort or go the extra mile to express their gratitude more often starting with the Family Thanksgiving Month.
“We think that this is the perfect time to start openly showing our appreciation to the people who matter most to us – our families. Jollibee has always been about the joy of family and togetherness, and with the launch of the Family Thanksgiving Month,” says JFC Philippines Country/Regional Marketing Head and Jollibee Philippines Marketing Head Francis Flores.
“We hope to remind and encourage people to appreciate the time we spend with our families, and to say thank you for all the things that they have done or continued doing for us not just for a day, or a month but for as long as we can. Because if there’s one thing that this pandemic taught us, it’s to never take anything for granted and cherish the people who matter most,” Flores adds.
Another highlight of the program was a panel discussion on the topic ‘Why appreciating our Family is important’, with Anne, Francis Flores, and couple parenting experts Edricand Joy Mendoza. The panel discussion was streamed live on Jollibee's official Facebook page.
To cap off the event, Anne led the media guests in saying their simple thank you to loved ones via the #IDontSayThisEveryDayBut activity. This online movement has been trending on Instagram, with Jollibee endorsers, influencers, and netizens all expressing their gratitude to their families. With its virality on Instagram, netizens took the initiative to bring the #IDontSayThisEveryDayButMovement on Facebook and Twitter as well, resulting in thousands of posts in a matter of days.
Jollibee’s Family Thanksgiving video was unveiled on May 1 on Jollibee’s Facebook page and YouTube channel.