Presto Creams' New PB&J Variant Inspires the Heartwarming "Yakap" Campaign



Some of the things that can transform a day from bad to better and good to great are gestures of love and affection like hugs and kisses. Just look at how big a husband's smile can be when he goes to work in the morning after getting a sweet kiss from his wife before leaving home. Or at how a sad child's demeanor can change from frowning to beaming after being given a big hug and words of reassurance by her mom or dad.


A warm hug can definitely turn any bad day around. Watch this Jack 'n Jill Presto Creams latest TV commercial:


According to Kat Limchoc, Black Pencil's Creative Director, the inspiration behind the Yakap (Tagalog word for "hug") campaign for the iconic brand came from the cookie itself, "The product was like a hug -- two delicious cookies hugging a yummy cream filling. Much like a hug, it was comforting and wonderful."


The latest variant in the already yummy line of Presto Creams cookies is the Peanut Butter and Jelly flavor. This classic pairing is sweet, familiar, and comforting. The cookies can definitely represent hugs and kisses that add a touch of warmth and love. 


Presto Creams' Yakap Campaign centers on how hugs have the power to make even the most ordinary days and smallest victories more meaningful. To capture this, the creative team worked with Director Henry Frejas to come up with the new TVC that features different hugs that could be likened to Presto Creams.


Kat says they created a world of hugs "from the comforting to the sweet, to the delight brought by both familiar and surprise hugs." Infused with a theme song with a rich folk sound and sentimental lyrics, the TVC jingle is sure to tug at anyone's heartstrings. Hearing it may even evoke a sudden yearning for the soothing effect a sincere hug can bring.


I've been eating Presto Creams cookies for as long as I remember. My favorite as a child was the variant with vanilla filling and it's cool to try the newest Peanut Butter and Jelly flavor. I shared some with friends and family members recently and was reminded that this is one kind of treat that does bring smiles to those who receive them and a reciprocal happiness to those who give them away.

So feel, share, and savor the love with the new Presto Creams Peanut Butter and Jelly-Filled Cookies! They are now available in leading supermarkets, groceries, and convenience stores nationwide.


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