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New Campaign Launched by Jif

Jif has recently launched a new campaign called "The Merger" on June 4th. This campaign is aimed at promoting the brand's latest peanut butter and chocolate-flavored spread. The creative work for this campaign was done by PSOne in collaboration with BBH USA.

The brand's latest campaign, "That Jif’ing Good," is centered around a fictional partnership between The Peanut Butter Group and Chocolatey Corp., inspired by the TV show "Succession." J. Smith-Cameron, known for her role as Gerri on HBO's hit series, plays the CEO of The Peanut Butter Group in a 90-second short film.

In addition to the short film, the campaign includes a full-page print ad designed like a press release, branded content featured in the New York Times, a landing page for the fictional PBC Inc., and ads that will be shown nationwide on TV, video, radio, and social media platforms.

Jif's Innovative Marketing Strategy

Jif's newest campaign, "That Jif’ing Good," is using the popularity of HBO's "Succession" to introduce its biggest flavor innovation in over ten years: a combination of peanut butter and chocolate in its latest spread.

The campaign revolves around a 90-second short film inspired by the show, complete with a soundtrack featuring piano and beats, showcasing power brokers in various settings. The video includes a character resembling Jim Cramer and a struggling banana business, as well as Smith-Cameron, known for her role as Gerri in the show, portraying the leader of the Peanut Butter Group. She takes charge of sealing a deal labeled as "The Merger America Craved."

Jif is aiming to generate buzz around their new product through a variety of channels, including short films and ads. In addition, they have planned activations to give the merger a sense of authenticity. One of these activations includes a full-page ad in the New York Times and a branded content article written as if it were from a business reporter covering the merger. Jif has also set up a landing page for the fictional company, complete with a mission statement, executive bios, and a company timeline.

Alan Wilson, senior vice president and group creative director at BBH USA, expressed excitement about the opportunity to explore new cultural territories with Jif. He mentioned that the idea of two taste giants joining forces to create Jif Peanut Butter and Chocolate Flavored Spread allowed them to delve into the unexpected realm of big business mergers.

Launched in 2019, the “That Jif’ing Good” platform has successfully transformed the brand's marketing approach. It has shifted from the traditional "what choosy moms choose" campaigns to ones that resonate with hip-hop and internet culture. This platform is an excellent example of the innovative work done by PSOne, a specialized unit within Publicis Groupe that handles Jif's creative, data, and media functions, in revamping an iconic yet somewhat outdated brand.

The new Jif spread is designed to attract a younger, multicultural audience by leveraging the fact that 72% of American consumers believe that chocolate can boost their mood, according to the brand. With 50% less sugar compared to the leading hazelnut spread with cocoa, it appears to be a direct challenge to competitor Ferrero's Nutella brand, as indicated in press releases.

Editor's P/S:

Jif's "The Merger" campaign is a clever and innovative marketing strategy that cleverly leverages the popularity of HBO's "Succession" to promote its new peanut butter and chocolate-flavored spread. The campaign's use of a 90-second short film, full-page print ad, branded content, and nationwide ads across various platforms effectively generates buzz and creates a sense of authenticity around the fictional merger. This approach not only showcases the new product but also aligns with the brand's "That Jif'ing Good" platform, which aims to resonate with a younger, multicultural audience through hip-hop and internet culture.

Jif's focus on creating a younger, multicultural audience aligns with the growing consumer demand for products that meet their taste preferences and lifestyles. The new spread, with its combination of peanut butter and chocolate and reduced sugar content, caters to the growing popularity of chocolate as a mood booster and positions itself as a healthier alternative to competitors like Nutella. The campaign's success highlights the importance of innovative marketing strategies that leverage cultural trends and resonate with target audiences to drive brand engagement and product adoption.