Jif // The Merger
2025 Clios - Bronze - Film
2025 Clios - Shortlist - Integrated
2025 Clios - Shortlist - PR
2025 One Show - Merit - Integrated
2025 One Show - Shortlist - Film
2025 Cannes Lions - Shortlist - Film

In 2024 when Jif launched their peanut butter and chocolate spread it was a big fucking deal for them. But to everyone else it was a merging of flavours that was already pretty well trodden. So, to launch this epic merging of flavours we took our inspiration from other mergers that make headlines 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.
// 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.
// Social
// PBC Merger Investor Report
More to come...
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