The new ad campaign of Jack ‘n Jill’s Presto Creams Peanut Butter and Jelly-Filled Cookies reflects the importance of “yakap” or hug in our everyday life. With hugs, together with kisses, we will be able to show our appreciation and love to the people dear to us. Not just that, hugs can also transform a bad day into a great one, as well as, give comfort to those who need it.
Kat Limchoc, Black Pencil’s Creative Director, expressed that coming up with this “yakap” idea for the all-time favorite cookies’ ad campaign was indeed a challenging task. According to her, the “yakap” idea came from the cookie itself as the Jack ‘n Jill’s Presto Creams Peanut Butter Cookies are two delicious cookies hugging a yummy cream filling in between. This is where they got the idea of “Yakap”. Just like the cookies that taste comforting and wonderful with its filling, hug also gives the same warmth to the heart and comfort to people.
Because Presto wants us to be happy even with simple things, they came up with a new variant, the Peanut Butter and Jelly filled with a sweet kiss of grape-flavored jelly.
Talking about the “Yakap” campaign, the idea is centered on how hugs can change people’s moods. Hugs, unquestionably have the power to change simple occasions to more meaningful and memorable events of our lives, from ordinary days to more exciting ones!
To show people the true power of “Yakap”, the creative team worked with Director Henry Frejas for the cookie’s latest commercial. In this ad campaign, various types of hugs are featured but still showing and giving the same comfort and delight to people who receive it. This can be likened to Presto Creams – “From the comforting to the sweet, to the delight brought by both familiar and surprise hugs—we created a world of hugs” adds Kat.
To make the ad campaign more “relatable”, the “yakap” theme of the ad is coupled with a heartwarming theme song. With these, the campaign will surely touch everyone’s heart because of the jingle’s rich folk sound and sentimental lyrics. Since it’s now played over the air in radios, people can’t help but sing along while being nostalgic and recalling the feelings they had from hugs they have received.
Hugs and kisses resemble the classic pairing of peanut butter and jelly that can now be enjoyed in Presto Creams Peanut Butter and Jelly-Filled Cookies. This combination of peanut butter and jelly also let us feel the sweetness, familiarity and comfort that hugs and kisses can bring. Presto Creams wants us to feel how fulfilling it is to give hugs and kisses, as well as how comforting it is to receive them, through their Presto Creams Cookies.
Now, with additional variants like Vanilla, Chocolate and Peanut Butter, let us feel, share, and savor the love with Presto Creams cookies that are already available in leading supermarkets, groceries, and convenience stores nationwide.