To highlight the “crispy-sarap” in every bite of Jollibee’s Jolly Crispy Fries, the fast food giant has released an advertisement to prove it.
“Malata” (limp) means a general lack of energy, pep, and enthusiasm, and when used to refer to food, a lack of crunch, lively flavor, or interesting textures.
Jollibee’s latest online video hilariously captures how unfortunate malata—especially in a traditionally crispy favorite—can be with on-point comedic performances and crave-inducing beauty shots of the Jolly Crispy Fries.
By focusing on situations where malata just wouldn’t cut it, the video, available on Jollibee’s Facebook and YouTube pages, shows a scene familiar to many Filipino teens: a volleyball game.
In this scenario, the character is put under the spotlight for a highly anticipated shining moment, only to let the cheering crowd down because of her lackluster performance. This moment serves as the perfect segue into the direct opposite of malata: crispiness served up in every bite of the Jolly Crispy Fries.
Made with 100 percent real potatoes and covered with special fries coating to make every piece extra crispy, Jolly Crispy Fries serve as the perfect complement to classic Jollibee favorites or as a flavorful, satisfying snack on its own.
“This new ad is a great way to illustrate the unique crispy-sarap kada bite goodness of the Jolly Crispy Fries,” said Kay Segismundo, Jollibee senior marketing manager for complementary products.
She added, “The funny scenario definitely captures the feeling when you get soggy, limp fries—it’s not fun and you end up feeling dismayed. Plus, malata fries don’t pack the flavor and the unparalleled enjoyment of snacking on crispy, golden, perfectly cooked potatoes. There’s truly nothing else like the Jolly Crispy Fries.”
Jolly Crispy Fries are available in regular (P39), large (P60), and jumbo (P72.).