Campaign details
Brand: Jif Brand owner: The J.M. Smucker CompanyEntrant company: Publicis New YorkIdea creation: Publicis New YorkMarket: USASector: Sauces, seasonings, condimentsMedia channels: Online video, Outdoor, Out-of-home, Programmatic display, Radio & audio, Search marketing, Social media, Television & Connected TVBudget: 5 - 10 million
Executive summary
The older generation of rap fans think the new generation sound like they rap with a mouthful of peanut butter. So how did Jif unite them? With a mouthful of peanut butter. And not just any mouth, old-school rap legend Ludacris.
Through...