FCB reels in Nabisco Philippine work

MANILA: Kraft Foods is setting up a marketing and distribution sales force in the Philippines for the Nabisco brands it acquired. It is understood that Kraft has awarded FCB the Philippine portion of the Nabisco business. It is also understood that Kraft decided against calling for a pitch for the Nabisco brands. Television advertising is planned for Nabisco's Chips ! Ahoy and Ritz brands for mid year. The new arrangement will give Kraft a two-agency system, with J. Walter Thompson retaining the Asia-Pacific Kraft business, including the USdollars 4 million Philippine account. The move to expand Nabisco's marketing in the lucrative Philippine market is aimed at dominating the local snacks and biscuits segment, which is led by domestic food firms such as M.Y. San and Rebisco. The Philippines, where Kraft brands like Tang's and Cheez Whiz are huge sellers, is one of Kraft's biggest market. It contributes 50 per cent of the American giant's Southeast Asian revenues. Philippine revenues are said to be bigger than Kraft's Latin American and Central and Eastern European markets. The Philip Morris-owned Kraft Foods acquired Nabisco Holdings Corporation for USdollars 15.2 billion, making it the biggest food manufacturer in the US. Kraft Foods Philippines president and general manager Ramiro M. Cruz expects the setting up of the sales and marketing force and the integration of the Kraft and Nabisco businesses will push Philippine sales to dollars 84 million, 45 per cent higher than last year's dollars 60 million. For Nabisco alone, Kraft expects sales to reach dollars 15 million this year. "The biggest chunk of the company's investment for the year will go to its sales and marketing operations," Cruz added. Prior to the acquisition, Nabisco's sales and distribution was handled by Alaska Philippines. In the Philippines, the merger is expected to help Kraft expand in the biscuits, snacks and impulse food categories with Nabisco brands such as Oreo cookies, Chips Ahoy! and Ritz crackers.

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com