Jollibee is making mealtimes more meaningful with the launch of its new Kids Values Meals, an initiative designed to help teach Filipino children essential values through fun, engaging, and rewarding experiences.
The program was officially introduced on August 5 at Museo Pambata, where children, educators, media, and special guests — including Department of Education Secretary Sonny Angara — gathered for an afternoon of stories, games, and activities promoting the values of responsibility, honesty, respect, generosity, and care for the environment.
Jollibee ambassadors Iya Villania-Arellano and Drew Arellano, along with their children Primo, Leon, and Alana, delighted guests with a live storytelling session, bringing to life one of the special books created for the campaign in partnership with award-winning children’s publisher Adarna House.
“We believe that even the simplest moments like enjoying a Kids Meal can be opportunities to teach, to bond, and to build character,” said Dorothy Dee-Ching, Jollibee’s Vice President for Marketing. “This project is a reflection of Jollibee’s deeper mission – to be more than just a source of joyful meals, but a partner to Filipino families in raising the next generation.”
Each Kids Values Meal includes a favorite Jollibee food item, a specially written storybook by Adarna House, an activity sheet to help kids apply what they’ve learned, and a sticker badge parents can give as a reward. There are five books to collect:
- Ang Bola ng Katotohanan (Honesty)
- Ang Hari ng Palaruan (Respect)
- Ang Pinakamasayang Pista (Generosity)
- Ang Naghihintay na Homework (Responsibility)
- Mga Kaibigan ng Kalikasan (Compassion for Nature)
For every Kids Values Meal purchased, PHP 5 will be donated to the Jollibee Group Foundation’s Classroom Building Project, which aims to establish Joy Learning Centers nationwide by 2028. Jollibee and Adarna House will also donate 10,000 complete sets of Kids Values Meals to schools in partnership with the Department of Education.
“Super excited ako, kasi [nung] una kong nakita ‘yung materyales, ang ganda nung mga libro,” said DepEd Secretary Sonny Angara. “Jollibee, buong Pilipinas ‘yan and dinadayo ng mga pamilya ‘yan. Napakagandang tie-up na i-emphasize nila ‘yung importansya ng pagbasa at kahalagahan ng magandang asal. Hindi lang ito character building, nation building din ito.”
Known for producing culturally rooted, value-oriented stories, Adarna House crafted the content to resonate with Filipino children at home and in school.
“This is not just a partnership of two brands; this is an alignment of our values,” said Ani Almario, Adarna House’s Vice President for Product Development. “Both Jollibee and Adarna House strive for excellence, value the Filipino family, and celebrate pride, joy, and things that make us Pinoy. This project is not just a great way to teach children Filipino values, but it’s also a great way for parents to read with their kids and make families more engaged.”
The Jollibee Kids Values Meals will be available in all Jollibee stores nationwide from August 7 to September 30, 2025, inviting families to turn mealtimes into joyful opportunities for learning and character building. (with reports from Aldrine Benitez)
