260. THE END OF THE CHAMP: Jollibee's “BIG LANGHAP-SARAP” Burger, 1984-2019

THE LAUNCH AD OF JOLLIBEE CHAMP, 1984

In 1984, Jollibee launched its biggest challenge to knock-out McDonald’s big burgers led by its Big Mac and its Quarter Pounders. And so, the CHAMP became available that year in all stores—“the BIG Langhap-Sarap Burger” to match big appetites.

The CHAMP print ad showed the “anatomy” of this newest burger, that was packed and crammed with great taste—“sapin-sapin ang sarap”, as the copy proclaimed.

WATCH Jollibee CHAMP Extra Big 2008 TVC:

The ad pointed out that the  CHAMP was made with “hot and hungry size sesame bun, fresh and green lettuce, tangy, snappy pickles, a touch of creamy mayonnaise, ripe Baguio tomatoes, rich, thick catsup for taste, egg enriched 100% pure beef, soft and hot bun”.

The CHAMP became a big hit among Jollibee habitués , and for many years, had its own promotions and  TV advertising. For many years, CHAMP endured, and in 2009, even became extra-big when the patty was increased to 1/3 pound of 100% pure beef.

WATCH Jollibee CHAMP 2012 TVC 30s

featuring actor Mikael Daez in his first commercial:

Inexplicably, Jollibee stores were informed by the management through a memo circulated in early December that the CHAMP Burgers will no longer be sold, after the available stocks are used up.

Beginning January 1, 2020, CHAMP—and the also popular Big Burger Steak—were pulled out of the menu, leaving the double patty  Cheesy Deluxe Yumburger, as Jollibee’s biggest burger. There is no word yet if another big burger will replace the CHAMP, which, for nearly 2 decades was considered a “perfect match” to the hearty appetites of Filipinos.

CREDITS :

AD AGENCY: Publicis Jimenez Basic Advertising

CLIENT: Jollibee Corporation

 For the Champ/Mikael Daza TVC: 

CREATIVE DIRECTORS: Alex Castro

ART DIRECTOR: Joel Eudela

ACCOUNT EXECUTIVE: Tobias Bernardo

PRODUCER: Noel Enriquez

FILM DIRECTOR: Stephen Ngo

PRODUCTION HOUSE: Pabrika

SOURCES:

Jollibee Champ Extra Big:https://www.youtube.com/watch?v=KNMkBMSwDyM, Uploaded by SamantharoseLarryjoe, June 16, 2009.

Mikael Daez (Jollibee Champ) : https://www.youtube.com/watch?v=0kvzHB9_LVw, Uploaded by Mercator TV, Aug. 23, 2012