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 competi

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