J. M. Smucker // Brand Platform Campaigns
From 2019-2024 we worked on and eventually led the J. M. Smucker account - the parent company for some of the biggest and most iconic brands in America including Jif, Milk Bone, Folger’s, Meow Mix, Twinkies, Dunkin. In the beginning we faced a huge problem (and opportunity), most of these brands were in heavy decline and had become stale, dated, forgettable, and no longer relevant. So, in year 1 we pulled off one of the biggest simultaneous transformations of a portfolio of brands in FMCG history by transforming these forgotten gems into fresh, culturally relevant and once again iconic brands.
This is a small collection of some of the many places these brand transformations landed.
This is a small collection of some of the many places these brand transformations landed.
Milk Bone // More Dog
In America there’s no other brand as synonymous with dogs than Milk Bone. With more Milk Bones purchased than any other treats, it truly represents the bond between human and dog. And who doesn’t want more of that everywhere, all the time? To focus less on the fake bullshit in our lives. Wouldn’t life be better if it was a little… more dog? This campaign brings to life this brand truth by reimagining the fake and superficial things in life with more dog. From a fashion line for dog-walkers, to relaxation tapes, to an epic romcom trailer.
Smucker's // Father Nature
Smucker’s jams and preserves have a simple brand philosophy to ‘preserve nature’s candy’. So, we thought what better celebrity endorsement could there be to embody this philosophy than Mother Nature herself. Unfortunately, she has her hands pretty full so we had to settle for her stay-at-home-father husband, Father Nature. It felt like the premise to a weird 80's/90's sitcom, so that's exactly how we brought it to life, complete with a fully composed sitcom theme song.
// TV Spots
Director: Randy Krallman
Dunkin // The Home With Dunkin Is Where You Want To Be
Americans have a cult-like obsession with Dunkin coffee. Selling them on the taste was never going to be hard. We just needed to sell them on the benefit of enjoying your Dunkin coffee without ever leaving the house. So, we enlisted the help of some of the most notorious homebodies in literature.
Director: Adam & Dave
Director: Adam & Dave
Meow Mix // Meow Re-Mix
The Meow Mix tagline ‘the only one cats ask for by name’ and associated jingle is one of the most iconic of all time. But in recent years the brand had walked away from it after it had become stale and dated. So, we thought, why throw something that iconic out with the cat litter? What it needed was a refresh to make it culturally relevant. So we remixed it again, and again, and again and again. Introducing Meow Re-Mix.
The Meow Mix tagline ‘the only one cats ask for by name’ and associated jingle is one of the most iconic of all time. But in recent years the brand had walked away from it after it had become stale and dated. So, we thought, why throw something that iconic out with the cat litter? What it needed was a refresh to make it culturally relevant. So we remixed it again, and again, and again and again. Introducing Meow Re-Mix.
Director: Ulf Johanssen
Hostess // We Speakie Snackie
When sweet cravings hit it feels like your stomach starts speaking for you. Like it has its own snackie language. Which is something that really resonates with Hostess. Because after over 104 years of nonsensical product names like Twinkies, Ding Dongs and SnoBalls, their snackie language has become a steady part of the everyday vernacular of America.
So we took that fluency and turned it into a whole new way to talk about cravings. Because you wantie snackie. And lucky for you, WE SPEAKIE SNACKIE.
Pup-peroni // Be Your Best Friend's Best Friend
Dogs have been man's best friend for millennia. And dog’s would do anything for their best friend. Unless there’s another man with delicious Pup-Peroni, then they’re actually man’s best friend. It’s the only dog treat so delicious it actually tests the loyalty of your best friend. So, to be your best friend's best friend you need to give them delicious Pup-Peroni.
Director: Harold Einstein