Katseye x Jollibee KBBQ Meal
Creative Strategy | Brand Partnership | Influencer Marketing
Who better to announce a Korean BBQ-inspired meal from a Filipino restaurant than the K-pop-inspired girl group Katseye?
This campaign was crafted as a cultural collision point where global pop culture and global flavors converge.
Components: Limited‑edition merch drop with Complex, Photoshoot content capturing the crossover energy, Launch of the KBBQ meal as the campaign centerpiece, Influencer product seeding to drive anticipation, Influencer‑driven product creation inspired by the campaign.
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Turned the team into “EYEKONS” to ground the campaign in a fan point of view
Found brand overlap between Jollibee and Katseye to ensure natural alignment
Explored the competitive Korean BBQ space and identified a cultural opportunity through the rising demand for Asian inspired flavors
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Authored the campaign’s creative brief, defining tone and direction
Partnered with communications and creative teams to keep ideas strategically sound and culturally resonant
Wrote influencer briefs to guide authentic content development
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Identified creators who embodied the campaign’s playful, saucy tone and partnered with them to design limited‑edition giveaway items that drove deeper fan engagement.
Sent campaign merch to influencers for unboxings and product seeding to build early buzz and anticipation.
