THE PHILIPPINES, JANUARY 27, 2012: JWT Manila clinched its first big win for 2012 with Del Monte Fit n’ Right, coming out on top of a four-way pitch against Lowe Philippines, Campaigns & Grey, and incumbent TBWA Santiago Mangada Puno. JWTwill be the brand’s agency of record, along with strategic media partner, Media Contacts.
The pitch was part of Del Monte Philippine’s standard process to re-pitch each brand every four to five years. Categories such as canned fruits, canned juices, and tomato-based products remain with TBWA SMP.
“It’s a very refreshing way to start the year,” said Jos Ortega, JWT chief executive officer. As a young brand launched only last 2007, Fit n’ Right is the leading ready-to-drink juice in PET format, at more than twice the size of its competitors. The brand recently launched a new formulation in the last quarter of 2011 to boost the drink’s fat-burning properties.
