Personally been a fan of Valvoline oils for almost 20 years; used the synthetic blend (DuraBlend label) all the way up to my Wrangler where I've been using their full synthetic. Usually used Mopar filter as I let my dealer do the oil change for me (but I insisted on using my oil... forced them to do a re-change when they forgot to use the oil I provided.) Not sure what I'll use in my new (to me) 1990 Ford F-150, though. May back off to their high-mileage synthetic with the next change and use a Valvoline filter.
I reviewed a number of oil filter discussions and for whatever reason they all considered the Fram the worst of the bunch--even stating that it was possible the cardboard end would let the oil bypass the filter itself entirely. Honestly, I don't know. Valvoline, Havoline (Texaco) and most of the others came out almost equal with some even offering too much of a good thing (more pleats in the filter than could even let oil pass through efficiently.)
Obviously you want the least back pressure you can find while still doing the job. Any excess internal pressures simply cause drag on the engine and reduce economy. Use what your Jeep is rated for and you should be fine.