Jif: That Jif'ing Good

Jif, a peanut butter brand, highlighted the superior taste of Jif peanut butter with its humorous campaign That Jif'ing Good that showed consumers would go to any lengths for a taste of Jif's peanut butter.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

Jif peanut butter is so "Jif'ing Good," you'd do anything for it, even reinvent an iconic brand. Jif was starting to lose ground to key competition and private label. The J.M. Smucker team set out to defend their #1 position and drive brand love through contemporizing Jif's image, communicating delicious taste, and expanding the target away from just choosy moms and dads to all peanut butter lovers. There is nothing safe or comfortable about transforming a brand that has upheld one of the most wholesome images for...

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