PUREFOODS HOTDOGS,
the country's largest-selling hotdog, is a well-loved brand with a long
advertising history. It was made by PUREFOODS CORP., beginning in 1956, along
with other processed meats.
Before it was acquired by San Miguel Corporation in 2001,
PUREFOODS engaged agencies to do
their advertising, particularly for their flagship brand, PUREFOODS HOTDOGS.
One memorable campaign launched in 1980 showed an
animated hotdog running across the screen as active kids enjoyed their hotdog
treats in various vignettes. The cartoon hotdog character sang a catchy jingle
that praised his own merits:
“I’m Tender,Juicy,
Tasty, that’s right to the bite…I’m you’re PUREFOODS HOTDOG!”
The happy, easy-to-sing jingle caught the fancy of TV
viewers, kids and moms. The “Tender,
Juicy” campaign became a successful one
for PUREFOODS HOTDOGS, ensuring its
hold on market leadership. On this spread are the print counterparts of the “Tender,
Juicy” campaign.
PUREFOODS HOTDOGS
would go on to have more memorable and award winning campaigns in the next few
years, courtesy of the charming “Dear Diary” TVC (“Carlo sat beside me today…) and
the trio of award-winning commercials featuring Purefoots hotshots Alvin Patrimonio, Jojo
Lastimosa and Jerry Codiñera. "Tender, Juicy" became so associated with these hotdogs that they were, at one point, nicknamed "TJ Hotdogs", for many years.
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