The Philippine-based manufacturer relaunched the Jack 'n' Jill brand with a portfolio that now includes biscuits and baked products, candies and chocolates.
The consolidation comes as URC follows in the footsteps of another Philippine F&B conglomerate San Miguel to expand outside its home base.
The consolidation comes as URC follows in the footsteps of another Philippine F&B conglomerate San Miguel to expand outside its home base.
URC has set its sights on China, Vietnam, Indonesia, Malaysia and Thailand and found that the Jack 'n' Jill name stood out in consumer discussions in these markets.
URC intends to use the brand to leverage the growth of new categories and product lines in the near future.
Monica Morelos, account director of Harrison Communications, one of the two ad agencies handling Jack 'n' Jill (the other is Campaigns & Grey), said: "At the end of the day, no matter what snack food a consumer craves -- be it sweet or savory, Jack 'n' Jill remains the constant fun companion." The relaunch has been signaled by Harrison's tri-media campaign, 'Debut', a 30-second TV spot, which showcases how Jack 'n' Jill is part of life's happy moments. In a succession of vignettes, children, teenagers and adults are shown doing various activities with Jack 'n' Jill as the common thread.