Jif // The Merger

2025 Clios - Bronze - Film
2025 Clios - Shortlist - Integrated
2025 Clios - Shortlist - PR
2025 Cannes Lions - Shortlist - Film
2025 One Show - Merit - Integrated
2025 One Show - Shortlist - Film
In 2024 when Jif launched their peanut butter and chocolate spread it was a big f*cking deal for them. But to everyone else it was a merging of two flavours that were already quite well trodden in the category. So, to launch this epic merging of flavours we took our inspiration from other mergers that make headlines and break the internet - big business mergers like Exxon & Mobil, Disney & Fox, Omnicom & IPG and now PB & C.

Introducing The Merger.  We Launched a completely fictitious company, PBC Inc, to launch a totally real product. The company had fully legit corporate branding, a website, merch and a full annual report to download. On launch day we released a business drama, full page press release in the New York Times and had a physical presence on Wall St.

// Launch film:
To launch the campaign we created a hi-octane business drama in the style of Succession, The Big Short and Wolf Of Wall Street to tell the story of this merging of two titans of taste staring. The film starred Succession's own J. Smith Cameron as the CEO of The Peanut Butter Group, and even aired during its final season.
Director: Wayne McClammy
// Full Page Press Release In New York Times
On the day of the launch we printed a full page press release announcing the merger of The Peanut Butter Group and Chocolatey Corp in the business section
of the New York times, where big business mergers are usually announced.
// PBC Inc. Investor Packs
'Investor packs' were sent out in briefcases to business leaders, food influencers and Jif super fans. Inside each briefcase were chocolate brown PBC Inc. puffer vests (popular with the finance bros), PBC Inc. stationary, samples of the product and a detailed investor report that made a very compelling and humorous business case for the deliciousness of Jif Peanut Butter & Chocolate, that is also downloadable as a PowerPoint presentation.
// Wall St. Activation
On launch day a team of suited up PBC executives hit the business mecca of the world - Wall St - to promote the merger and get Jif Peanut Butter &Chocolate in the hands of the public. They also handed out business cards with QR codes that linked to the downloadable Powerpoint investment document and website.
// Digital/Social
↑Back to Top