Jif: The lil Jif project

Peanut butter brand Jif created the Lil Jiff Project, growing category share 3.4% by connecting with young consumers in the United States.

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

Jif noticed increased pressure from private label PB products, compounded by its main branded competitor outspending it many times over with a new campaign. Jif needed to ignite brand growth through consideration and conversion, especially among a new, younger audience.

Creative agency PSONE brought a seed of an idea rooted in a timely, cultural debate between old vs new hip hop fans. Research was required to not only validate this but to inform new creative featuring this genre. Deep knowledge from ardent rap fans was needed to...

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Insights Team
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