Jif // That Jif'ing Good Platform
2023 Effies - Silver - Sustained Success
In the first of many brand evolutions for J.M. Smucker, we transformed a famously stuffy, safe and wholesome American brand into an irreverent, culture-hacking powerhouse. ‘Choosy Moms Choose Jif’ has been burned into the brains of Americans since the 1950’s but it no longer rang true as choosy moms were now choosing much healthier and cheaper brands.
The Jif brand needed to make a huge shift and one thing we knew was Jif had a cult-like following of irrational peanut butter lovers who simply love it because it just tastes so damn good. Out of this insight ‘That Jif’ing Good’ was born. A brand identity that captured the heart of irrational love for peanut butter and brought it to life in the most epically absurd way possible.
Now in its 8th year, ‘That Jif’ing Good’ has consistently delivered YOY sales growth and cemented Jif as the No. 1 peanut butter brand in America, while infiltrating culture with award-winning campaigns like JifvsGif, Save The Celery, Lil Jif Project and The Merger.
// Brand Platform Launch
To launch a platform like this Jif needed to come out swinging and one of their biggest hurdles was the rise of house brand peanut butter. So that’s exactly who we came out swinging at with the horror, sci-fi launch film ‘bunker’. This film helped set the tone for everything to come in a philosophy we coined ‘epically absurd’.
Director: Wayne McClammy
// Jif Squeeze Launch
After a hugely successful campaign launch, the next big test was launching product innovation (crucial for any FMCG brand) with the same epically absurd tone that also embodied irrational love for peanut butter. Jif Squeeze eliminated the need for a knife, so, what better way to bring that to life than a sword and sandal send up set in a gladiator school.
Director: Markus Walter
// Hacking Culture
As the category leader we felt that if anyone should be owning the peanut butter conversation in culture it should be us. Not only with big iconic campaigns like JifvsGif or the Lil Jif Project, but in how we behaved every day as a brand.
