FCB reels in Nabisco Philippine work

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