Jif // That Jif'ing Good Platform
2023 Effies - Silver - Sustained Success
2019 One Show - Merit - Film 
2019 Clios - Shortlist - Film 
In the first of many brand evolutions for J.M. Smucker, we transformed a famously stuffy, safe American brand into an irreverent, culture-hacking powerhouse. "Choosy Moms Choose Jif" had defined the brand since the 1950s, but it no longer rang true. Choosy moms were now choosing healthier, cheaper options.
Jif needed a shift. What we knew: it had a cult following of peanut butter lovers who loved it simply because it tasted so damn good. Out of that insight, "That Jif'ing Good" was born, an identity built on irrational love, brought to life in the most epically absurd way possible.
Now in its 8th year, "That Jif'ing Good" has delivered consistent YoY growth and cemented Jif as America's No. 1 peanut butter brand, while infiltrating culture with award-winning campaigns like #JifvsGif, Save The Celery, the Lil Jif Project and The Merger.

// Brand Platform Launch
Directors: Wayne McClammy (Bunker), Markus Walter (Gladiator School)
// Hacking Culture
What started as a traditional advertising campaign soon evolved into a culture-hacking phenomenon. Jif already had a cult-like following in culture and as the #1 peanut butter in America we felt that if anyone should be owning the peanut butter conversation it should be Jif. We hacked mass cultural conversations around rap music (Lil Jif Project), internet culture (#JifvsGif) and Super Bowl Sunday (Save The Celery) in a way that no other brand could. Eventually it just became how Jif behaved as a brand everyday in culture.
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