An analysis of the stories shared by the different fast food chains in the Philippines.

1. STORY WARS PART 2
Fast Food Chains in the PH
Prepared by: Cereal Killers

2. Brand Hero - Jollibee
Camila is a 16 year old Filipino girl who’s
very invested in her family and the
moments they share. Very recently though,
she’s also been exposed to the lows and
highs of having a lovelife.

3. Letter to Camila
Hey Camila, do you ever feel like your
moments with your friends and family could
be something more? Like the laughter, the
tears, the years of being together
luminescent between you when your eyes
catch each other?

4. Brand Mentor
The Magician
Goal: Make dreams come true, create something
special
Traits: Visionary, charismatic, imaginative,
idealistic
Marketing niche: Help people transform their
world, inspire change, expand consciousness

5. Introducing Camila
Magician: Hi Camila.
Camila: Hello, what can I do for you?
Magician: The question is, what can I do for you?
Camila: I’m not sure I understand.
Magician: I know you want to go to a place where every
moment with your friends and family is a magical one.
Where each moment becomes something to
remember.
Camila: Of course I do!
Magician: Then let’s go kung saan bida ang saya!

6. Brand Hero - McDonalds
Shawn is also a 16 year old. Like Camila, he
has family and love problems and joys, but
he’s more inclined to think about his
relationships with his friends and his
girlfriend.

7. Letter to Shawn
Hey Shawn, do you ever feel like there’s a
bridge you can’t cross with your friends
and with your significant other? So many
things left unsaid, so much affection left
undone, what can you do to cross that
line?

8. Brand Mentor
Goal: Create intimacy, inspire love
Traits: Passionate,intimate, romantic, warm,
committed, idealistic
Marketing niche: Help people feel appreciated,
belong, connect, enjoy intimacy, build
relationships
The Muse

9. Introducing Shawn Muse: Hi Shawn.
Shawn: Hello.
Muse: How are you?
Shawn: I’m doing good. Life is just… boring.
Muse: It’s the simple moments that matter. It’s up to you to
make things beautiful.
Shawn: How can I do that?
Muse: What makes you happiest? Your friends? Your significant
other? Take the time to appreciate them for their presence in
your life. Have some more moments together.

10. Brand Hero - KFC
Meghan’s a 20 year old girl who has a killer
sense of humor. Unlike Camila and Shawn,
she generally avoids drama and is always a
source of good vibes.

11. Letter to Meghan
Hey Meghan! I’m so proud of you. You
never fail to make people feel lighter one
joke at a time. You’re always so carefree
and good-natured, it’s a wonder you could
do that so effortlessly. But really, what is
hard work without reward? Good humor
without the promise of a good eat-out
session without the barkada?

12. Brand Mentor
The Jester
Goal: To bring joy to the world
Traits: Fun, sense of humor, light-hearted,
mischievous, irreverent
Marketing niche: Help people have a good time
or enjoy what they are doing, allow people to be
more impulsive and spontaneous

13. Introducing Meghan
Jester: Good food, good company, good
everything. G?
Meghan: G!

14. Brand Hero - Greenwich
Ariana is a 17-year old college freshman
student who loves hanging out with her
barkada. She loves socializing and hates
missing out on any friend sessions.

15. Letter to Ariana
Hey Ariana! You’re the glue that keeps your
barkada together. Without you, it could
easily be imaginable that your barkada
won’t be together in the first place. You
fulfill that task so selflessly and so
effortlessly, and still you want your
barkada to be closer and closer. You go
girl!

16. Brand Mentor
The Captain
Goal: Finds fulfillment through discovery and new
experiences
Traits: Restless, adventurous, ambitious, individualistic,
independent, pioneering
Marketing niche: Exciting, risk-taking, authentic

17. Introducing Ariana
Captain: Hey Ariana! Ready for an adventure?
Ariana: I don’t know, I’ve been feeling so down lately.
Everyone seems so busy with their own lives.
Captain: Well then, I guess it’s up to you to spicen up
your friendship! You guys need to have more exciting
moments together to tighten your group.

18. The Gifts
KFC
The secret receipt
of their seasoning
is the ultimate gift
of KFC
Jollibee
The bee mascot
which brings back
the real pinoy taste
of food.
McDonalds
The golden arch
shows the way to
fun and fast
service.
Greenwich
The feeling of
bonding people
together by food.

19. Moral of the Story and Brand Boon - Jollibee
Jollibee wants to tell its audience like Camila
that it’s possible to make each moment
memorable.
Camila will also bring magic to the lives of
her family and friends as fulfills her wish of
spending memorable moments with them.

20. Moral of the Story and Brand Boon - McDo
McDonald’s wants to tell its audience like
Shawn to take time to appreciate the
important people in their life.
With this, Shawn will make his friends and
significant other feel loved as he spends more
time with them.

21. Moral of the Story and Brand Boon - KFC
KFC want its audience like Meghan to know that
it’s important to have a good time and enjoy
what they are doing.
Meghan will then bring more joy to her barkada
as they share fun and good times.

22. Moral of the Story and Brand Boon - Greenwich
Greenwich wants its audience like Ariana to be the
one who will lead the barkada to have more
exciting experiences.
Ariana will then strengthen the bond of her barkada
by inspiring them to go on adventures or make
exciting experiences together.

23. The Most Effective Story
- Relatable storylines
- The emotional storytelling and choice of
brand mentor helps the brand to connect
well with its audiences
- The moral of the story is properly
communicated