Jif: That Jif'ing Good

Peanut butter Jif crafted a new advertising strategy and brand attitude with That Jif'ing Good to maintain market leadership in the United States.

Campaign details

Brand: Jif (peanut butter) Brand owner: The J.M. Smucker Company Entrant company: BBHIdea creation: BBH New York Market: United States Sector: Sauces, seasonings, condiments Media channels: Social media, Outdoor, Out-of-home, Search marketing, Online video, Radio & audio, Programmatic display Budget: Over 20 million

Executive summary

What does a man in a squirrel suit, hip hop legend Ludacris, and the inventor of the GIF have in common? They have all been a part of Jif's epic turnaround. This is how it happened.


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