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Published on January 9, 2008

The series called "Jam-Pung Koo Huu Jom Palang" is aimed at educating children about the importance of eating breakfasts every day, in a bid to maintain its leadership in the jam market.

"A study showed that 30 per cent of Thai children go to school every day without having any breakfast, even though it is the [most] important meal of the day. Therefore, the company decided to create a cartoon, which is the new medium to communicate with our customers to realise the importance of breakfasts," Jerome Charachon, vice president for foods and ice cream, said yesterday.

As far as he is concerned, bread and jam is very easy to eat.

Starting this weekend, the three-month series created by Media of Medias with a budget of Bt9 million will air Saturdays and Sundays at 6pm on Channel 7.

Unilever's share of the jam market valued last year at Bt200 million grew from 61 per cent to 62 per cent, Charachon said. The company's jam sales increased at least 10 per cent last year.

"The company doesn't expect its market share to rise after we launch the cartoon series.

But we would indeed like to enlarge the market value," he said.

At the end of last year, the company hiked prices for tea and pasta products. The cost of wheat - a major ingredient of pasta - soared 50 per cent. Unilever may adjust prices of other products if it is necessary, Charachon added.

Nalin Viboonchart

The Nation