Jif: The lil Jif project

Jif, a peanut butter brand, recruited America's old-school lyrical rapper Ludacris to release his first new song in six years to increase market share and drive reappraisal of Jif peanut butter.

Executive Summary

After decades of growth and sales success, America's favorite peanut butter hit tough times.

Undermined by private label imitators and heavily outspent in its marketing by a resurgent number two brand, sales and revenue slipped into decline.

At the same time, Jif was losing its grip on young adults. They increasingly saw it as a 'family' brand, fondly remembered from their past but not relevant to their lives today.

We took the risky decision to go all-out for young adults, with a campaign about as edgily far from conventional category advertising as it was possible to be.

We...

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