Kenny Rogers Roasters is celebrating its 30th anniversary with a bold move that takes its message of self-love and deliciously healthy living beyond its doors. Making history as the first fast-casual dining restaurant to roll out an advertising campaign on LRT-1, Kenny Rogers Roasters is turning everyday commutes into uplifting, flavor-filled journeys.
In a crowded food and dining market, Kenny Rogers Roasters wanted its milestone celebration to go beyond recognition. It wanted to spark genuine connection to remind Filipinos that self-love and making healthier choices are worth celebrating every day.
Commutes Made More Engaging
As it marks its 30th year, Kenny Rogers Roasters is celebrating one of its most personal and empowering campaigns yet: “I Love Me Better.” The brand believes that choosing what’s best for yourself requires both intention and courage, especially when it comes to food. Through this campaign, Kenny Rogers Roasters champions self-love and deliciously healthy eating, showing that even simple choices, like opting for healthier meals, can be meaningful acts of self-care.
To bring this bold message to life, the “I Love Me Better” campaign made its mark in high-traffic, unexpected spaces—most notably through a fully wrapped LRT-1 train. The train showcased the brand’s signature colors, with handrails featuring motivational reminders such as “Be you, do you, for you,” “Celebrate small wins,” and “Healthy looks good on you.” Overhead panels were also fitted with QR codes, guiding commuters to a special landing page that extended the campaign’s message beyond the ride.
Through this website page, commuters can explore Kenny Rogers Roasters’ deliciously healthy meals. Every ride becomes a little moment of inspiration, turning daily commutes into interactive experiences.
“Our 30th anniversary is not just a celebration of our past but also a promise for the future,” said Frederick Siy, President and CEO of Kenny Rogers Roasters Philippines. “For three decades, we’ve been committed to offering Filipinos meals that are both flavorful and healthy. With this milestone, we want to remind everyone that self-love and healthier choices should be celebrated every day.”