 In 2011, he became one of the endorsers of another food chain in the Philippines, Jollibee, as part of his role as one of the company's "YUMbassadors".He promotes the slogan "I am Pinoy, I am Young, I Yum" promoting Filipino values, the youth spirit and the Jollibee Yum-burger.In 2012, Concepcion recorded a jingle together with Julie Anne San Jose, which turned out to be a theme song for a cellphone brand, "My|Phone".